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Gentleman Scholar Directors Craft New Ray-Ban Spot

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Bugs and metamorphosis feature in the spot for the ‘Never Hide’ campaign

Gentleman Scholar Directors Craft New Ray-Ban Spot

 

Directors William Campbell and Will Johnson of Gentleman Scholar craft a new viral video for Ray-Ban's Never Hide campaign.  Edited by Steve Prestemon of Whitehouse Post, the piece follows a young Russian couple on an adventure into an abandoned house where they stumble upon a bug metamorphosing into a very unusual creature.  
 
Campbell and Johnson sought to strike the perfect balance between believable and wonderful in the spot.  In order to push the intrigue of the story, the directors introduced the idea of the couple speaking in a language that wouldn't be easily recognizable.  They found a couple who not only had on-screen chemistry but spoke Russian fluently. Prestemon had a friend translate the final product and strangely enough, it worked!
 
Next on the docket for the Gentleman Scholar creative team was the creation of the insect!  They wanted to make sure that the bug had a dimension of wonderment while still staying fundamentally grounded in reality.  As the creature molts and evolves, Campbell and Johnson were able to show a variety of different features of the stylish Ray-Ban Clubmaster sunglasses, as well as develop an interesting-looking creature.
 


In order to create that "lost footage you found in the attic" feel, Gentleman Scholar transferred the piece to VHS tape, then pulled the tape out of the VHS cassette, crumpled it, kicked it down the hall, and wound it back up. They may have even broken a VCR during these shenanigans.

 
As you may have guessed, the process was a blast for Campbell and Johnson. Says the team: "having the ability to play in a world that relies so heavily on digital execution, but also crosses over into the handheld, textural analogue space is incredible. Creatively, you are able to exercise so many parts of your brain, that it really keeps you focused and on your toes." 
 
Credits
 
Company: Luxottica Group
Company Location: Milan
Manager of Digital Consumer Innovation Strategy: Nathan Gray
 
Live Action & Post Production: Gentleman Scholar
Location: Santa Monica
Directors: William Campbell, Will Johnson
Director of Photographer: Matthew Lloyd
Executive Producer: Rachel Kaminek
Producers: Tyler Locke, Elizabeth Newman
Technical Director: Henry Foster
Lead 3D Animator: Damon Snyder
Lead Compositor: Matt Lavoy
Modeling: Andy Kim
Rigging: Vinh Chung
 
Editorial Company: Whitehouse Post
Location: Santa Monica
Producer: Kristin Branstetter
Editor: Steve Prestemon
Assistant Editors: Clarke Rives, Matthew Prouty
 
Sound Design & Mix: Chris Winston, On Music & Sound
 

 

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Categories: Clothing and Fashion

Scholar, Wed, 08 Aug 2012 08:45:19 GMT