Through agency Arnold, Boston, Gravity has produced an all CG 30-sec. spot for Titleist Golf Balls. The spot broke in early March. Zviah Eldar, Gravity CEO/Chief Creative Director, and Bob Samuel, Gravity’s CMO/Executive Producer, made the announcement. nn
Titelist Velocity from Gravity on Vimeo.
nnIn the all animated “Velocity” spot, we see a Titleist Driver swing and hit a Titleist Velocity ball, which then goes sailing through the air in slow motion, a trail of orange/yellow fire emanating from its backside. As the ball continues to fly through a background of heavenly white, the orange smoke begins to spell out the words “Powered For Distance,” and then spells “To Power Your Game.” As the ball continues to fly past our eyes, we next see a brand new package of Titleist “Velocity” golf balls, as the VO announcer says, “Introducing the Titleist Velocity.” nnJohn Petruney, Arnold EVP & Group Creative Director, said, “This was a very important ball introduction for Titleist and we needed work that would really stand out in a cluttered category. More times than not, it takes a tight process to get to a powerful finished product, and that was the case on this project. We worked very closely with Gravity from start to finish, and that level of collaboration got us to a very powerful, effective spot.”nnHarry Dorrington, a Gravity Creative Director and Director of the spot, said, “Our goal here was to introduce this product, Titleist’s newly designed golf ball called ‘Velocity.’ The concept behind this spot was essentially speed, and how to illustrate that visually. We studied wind tunnel simulations and dynamics and mimicked that idea in our spot in which a ‘Velocity‘ ball is traveling so quickly it generates orange smoke behind it. After studying smoke simulations, we provided wisps of smoke from the ball to convey the idea that it is aero-dynamically advanced. The typography we used within the spot, as well as the orange color of the smoke, reinforces the palette of the product’s physical packaging.” nnCredits For Titleist “Velocity” SpotnnAgency: Arnold BostonnCCO: Peter FavatnEVP/Group Creative Director: John PetruneynVP/Creative Director: Steve PrattnExecutive Producer: Mike Lawson nHead of Production: Bill Goodell nnProduction:nDesign/CG: Gravity New YorknCEO/Chief Creative Office: Zviah EldarnCMO/Executive Producer: Bob SamuelnCreative Director/Director: Harry Dorrington nProducer: Russ DubenHead of Production: Karen Bianca BisignanonEditor: Marc SteinbergnProduction Coordinator: Kelly BenenatinnMusic: Mophonics, NY & VenicenVoiceover talent: Jim NantznnAbout GRAVITYnGravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy. nnThe company’s clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s recent feature film credits include “Tower Heist,” “Crazy, Stupid, Love,” “The Adjustment Bureau,” “Arthur,” “The Other Guys,” “Salt,” “The Reader,” and “Ghost Town.” The company’s television credits include HBO’s “Bored to Death,” “The Sopranos,” and “Sex and The City.” nnGravity’s New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company’s West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit www.gravityworld.com.
Media Contact for Gravity: Dan Harary The Asbury PR Agency/Beverly Hills 310/859-1831 Contact Dan via email
“Ǝvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of Ǝvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? Ǝvolution suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence, Ǝvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating —in the blink of an eye— the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called “progress” may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscar®... Read More