Venice, CA-based visual effects studio The Mission teams up with Anonymous Content director Mark Romanek and Spot Welders to unveil the colossal sound delivered by the pint-sized JAMBOX in the all new, startlingly beautiful, :30 “Concert Hall” for JAMBOX out of West Studios Advertising, San Francisco. The spot features a passionate performance by Welsh alternative rock band, The Joy Formidable, emphasising that despite the petite size of the JAMBOX, it delivers the power and energy that until now, only a live performance could. The campaign also includes an additional :30, “Movie Theater” which highlights a rich theatrical audio experience of the recently-released Ang Lee film, “The Life of Pi,” through the delicate speakers of a JAMBOX.
Under Rob Trent’s creative direction, Lead Flame Artist Joey Brattesani led a team of artists that replicated and enhanced the crowd to create the exciting and pulsing energy conveyed in the spot. Working closely with Romanek, the multiple passes captured with a non-motion controlled camera rig were meticulously combined to fill the venue with “virtual” fans. Compositing work was executed entirely in Flame and Silhouette was used for roto. In addition, substantial clean up work was done by The Mission VFX team to perfect both the rock hall and movie theatre environments.
The spot opens with lead vocalist Ritzy Bryan against a backlit dynamic red background. She begins the song, “And this is where it all begins,” then the camera begins to pull out as the song enters an instrumental chorus of power chords and thrashing drums. As the camera pans out we see the rest of the band, knocking and rocking to their music and a crowd of people, hands in the air, silhouetted by concert lights. The camera continues panning out until we pass through a metal mesh grid and begin to notice that we aren’t in a concert hall anymore, but rather looking at a speaker box, more specifically—a JAMBOX with JAWBONE etched on the front—sitting on a table in a relaxing, breezy, patio. Next to the JAMBOX is a pair of sunglasses, fizzing drink, and an iPhone that is the source of the music being amplified by the JAMBOX via Bluetooth. The music continues to play triumphantly from the JAMBOX and the super appears, two words at a time, reading “YOUR EYES WON’T BELIEVE YOUR EARS.” The spot closes with the super, “BIGJAMBOX by JAWBONE.”
The Mission also recently collaborated with Anonymous director Mark Romanek and 72andSunny to deliver the endearing :90 “LeBron’s Day,” and five subsequent :60s to highlight a day in the life of Small Forward LeBron James leading up to the 2012 Miami Head NBA Championship Ring Ceremony. The spot has received over 34 million views since debuting on October 30, 2012.
Titles: “Concert Hall” :30, “Movie Theater” :30
Agency: West Studios
Producer: Cathy Carolan
Creative Director: Ben Hughes
Art Director: Hans Seeger
Production: Anonymous Content
Director: Mark Romanek
Editorial: Spot Welders
Editor: Robert Duffy
CG: Cottage Industries
VFX: The Mission, Venice, CA
VFX Creative Director: Rob Trent
Lead Flame: Joey Brattesani
Flame: Justin Blaustein
Roto: Chris Cortese
VFX Producer: Marlo Kinsey
VFX Executive Producer: Michael Pardee