Through agency Deutsch, Gravity has produced the visual effects featured within a new 30-sec. “Got Milk?” spot starring Salma Hayek. The spot broke early March. Zviah Eldar, Gravity CEO/Chief Creative Director, and Bob Samuel, Gravity’s CMO/Executive Producer, made the announcement. nn
The new spot, entitled "Come Drink Your Milk," can be seen online here.nnIn the spot, we see Salma Hayek drinking a glass of refreshing milk in her kitchen. As she places her glass on the counter, she hears in her mind her mother’s call, “Salma! Breakfast!” and begins to reminisce about her childhood. The spot flashes back to years ago, with an actress portraying Hayek’s mother calling, “Come drink your milk” to the future superstar, who now appears as a 6 year old youngster first on her bed, and then, suddenly age 10 posing in front of a mirror. The youngster greets her mother in the living room, and drinks a glass of milk. We next flash forward to a teenaged (16 year old) Hayek practicing her lines from a soap opera in front of a mirror, while, once again, her mother calls out to her. Seamlessly, we next see another young girl, this time Salma Hayek’s own daughter, who respond’s to the call “Mija…Come Drink Your Milk.” The mother and daughter meet in the kitchen, and Hayek wipes a “milk moustache” from her daughter’s lips, as we hear the VO announcer say, “Have breakfast with Milk, and set the stage for a great day.” nnBernie Hogya, the spot’s Creative Director with Deutsch, said, “Director Wally Pfister cleverly devised a single camera move to span a decade of Salma Hayek’s childhood. What he couldn’t get in camera, Gravity made happen in post.”nnAdds Alex Postelnicu, Gravity’s Creative Director and VFX Supervisor for the spot, “For us, this was a wonderful collaboration with the agency and Wally Pfister, who as the Director and DP, had a keen eye for composition and lighting. We provided several visual effects to this spot, which included extending the bedroom for the scene of Salma Hayek when she was 6 and 10, and for the pullbacks when at ages 6 and 16 she joins her mother in the living room to drink some milk. We also seamlessly stitched together a variety of shots that panned from decade to decade to decade, gradually speeding up into the future, where we see Salma and her daughter in present day. We did our best to make these transitions artful and tasteful. This was a really nice spot to work on, the cast and crew were incredibly happy to be involved with this project, and everyone on set truly seemed to be enjoying themselves.”nnCREDITSnTitle: Come drink your milknAgency: DeutschnCCO: Greg DiNotonCreative Director: Bernie HogyanArt Director: Richard KolopeauanCopywriter: Chip RichnExecutive Producer: Crissy Cicco nHead of Production: Joe CalabresennProductionnVFX: Gravity NYnCEO/Chief Creative Officer: Zviah EldarnCMO/Executive Producer: Bob SamuelnCreative Director/VFX Supervisor: Alex Postelnicu nProducer: Raena SinghnHead of Production: Karen Bianca BisignanonProduction Coordinator: Kelly BenenatinEditor: Lawrence Young @ Number SixnnLive Action: Independent MedianDirector/DP: Wally PfisternEP: Susanne PreisslernProducer: Denise RocchiettinnAbout 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.
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