The Mill Los Angeles
Fri, 06 Aug 2021 10:13:00 GMT
Digital technology brand Leia Inc unveiled their newest product today with a cinematic brand film directed by Emmy Award winner Ulf Johansson. The spot gives an exclusive look at the Lume Pad, 3D Lightfield Tablet launching today.
Leia recruited international film production company Smith and Jones to develop the campaign, who teamed up with director Johansson and visual effects studio MPC to bring the explosive ‘Breakthrough’ campaign visuals to life. Johansson’s showcase takes audiences on adventure that twists fantasy with reality, featuring protagonists breaking through walls and running on water, all to Bruno Coulais’ Oscar nominated music for the French movie Les Choristes.
Philippa Smith, executive producer at Smith & Jones comments on the creative concept: "Our goal was to make a cinematic storytelling campaign that would be break down the cliche of existing high tech company advertising. How to be different amongst those iconic bastions of industry? It had to have heart, soul and humanity. We wished to make a tale that was rooted in reality with a twist of the surreal, whilst tantalizing the imagination of the audience to suspend belief and join us on a journey of inspiration. It had to be relatable but different, visual arresting whilst still being personable."
Kamen Markov, VFX supervisor at MPC said: “Ulf Johansson’s style is one that relies heavily on achieving the impossible in camera. We were tasked with expressing his vision through photo-real visuals that alluded to the breakthrough nature of Leia’s technology. By crafting shots entirely in CGI and weaving in subtle VFX details, we were able to achieve the sense our actors were truly running on water and breaking through walls”.view more - Creative
Genres: Action, Visual VFX
Categories: PCs and Laptops, Consumer ElectronicsThe Mill Los Angeles, Fri, 06 Aug 2021 10:13:00 GMT