The spot opens on a shot of a proud science fair entrant. Set to the Cole Porter song “C’est Magnifique” performed by Luis Mariano, the action pushes us toward his experiment where we see a hamster on a wheel that’s connected to a belt that generates enough energy to power a small fan that topples three cardboard presentation boards–triggering a complex, Rube Goldberg-machine-meets-science fair, string of chain reactions featuring rockets, lasers, gas bubbles and clever use of an old computer’s disc drive.
Directed by Jonathan Zames via Studio G, Google, the spot showcases the innovative wherewithal of creative engineering company Syyn Labs, perhaps best known for the OK Go music video “This Too Shall Pass.” (Syyn Labs recetly signed with Motion Theory for spot and music video representation as a directorial team.)
Teaming with Google to produce the job–which promotes the search engine’s new international science fair–was Bullet, the creative production hub founded by agency producer Oscar Thomas and music supervisor Patrick Oliver.
“We’ve worked with Jonathan [Zames} before and knew together we could pull off this complicated production,” said Andrea Leminske, Bullet’s managing partner/executive producer, who managed the production for Google. “The chance to work with a company like Syyn Labs was extremely fun and educational. They’re just a bunch of talented mad scientists with this amazing ability to create this controlled chaos.”
Zames’ dramatic use of a motion-controlled camera gives the spot a cinematic feel and pace.
“We basically did it 69 times and what you seeing is essentially the 69th take essentially,” Zames said. “I loved working with Syyn Labs. Every time I had an idea, they made it come to life in an amazing way….The biggest challenge was getting the pace just right. In some takes the camera was moving too fast or too slow. I wanted to make this look smooth, clean and steady so you could really see what was happening in each set-up. After a lot of tries we nailed it both cinematically and with all of these contraptions working perfectly.”
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More