Looking at life through sunglasses Ray-Ban. Super movie by Cutwater and The Syndicate! Bashny.Net

The spot, showing the best moments of life through glasses Ray-Ban, will be released in May on television channels in the US and Europe in the framework of the campaign «Never Hide».

The iconic brand of sunglasses Ray-Ban in March launched a global campaign «Never Hide» - «Do not hide", which involved about 20 countries. The campaign began with a proposal to place on the official website of Ray-Ban sunglasses your picture in this company. Instead, Ray-Ban has promised to place each photo in the 12 huge screens set up in Times Square in New York City for 15 seconds.



Even then, in March, the top managers of Ray-Ban, and the parent company Luxottica Group announced that «Never Hide» is not limited to partisan activities and a promotional website. The campaign will carry an umbrella in nature and will be valid for at least the entire spring and summer 2007, since the idea of ​​«Never Hide» has huge potential.

Video from a party dedicated to Launch Campaign «Never Hide»:

Agency TBWA / Chait / Day and Cutwater, HSI Productions and The Syndicate was removed for Ray-Ban brilliant movie, which aired in May.

Creators polutoraminutnogo spot together in a simple and beautiful moments of life, which they saw through his glasses.

Awesome atmosphere and picture clips - is largely due to the complicated Productions and post-production. "Seamless" transitions from scene to scene, incredible close-ups of people, objects and points, different speed of the frame ...

Les Umberger, VFX supervisor: «There are a lot of visual effects, they are very subtle. The chip in the artistic interpretation of the reflection in the lenses, and since these reflections were highly uncertain, experts have finalized their The Syndicate to sovershestva ».

Also, when Extreme close-up on subjects that were shadows of the camera crane - had to clean each frame. Another difficulty was related to the creation of a smooth transition from one scene to another: as soon as one reflection of the leaves, the camera focuses on the next, and the viewer's attention is fixed on this complex and beautiful effect. To achieve this effect, post-production specialists developed a separate technical process.

Focus roller also that managed to create a sense of flow, despite the fact that all filmed with a crane without Motion Control, and each frame at different speeds. In order to achieve the desired length of The Syndicate had to "rebuild" a lot of camera movement and transitions manually creating the environment and choosing the camera movement.

Also, the creators have made the spot a feeling of absolute location filming. Despite the fact that not all the scenes it is. For example, the scene with the tattooing, which the viewer watches in a mirror, filmed like this: instead of a mirror was shot green screen, the place which is then delivered separately scene. A jump from a building is another interesting solution: a huge green screen was placed in front of the 5-meter platform hopping. Les Umberger, who is afraid of heights, had studies dozens of roofs to determine the proper angle of landing. Subsequently, the footage was imposed panorama of Buenos Aires.

To broadcast in Europe and the screens are still installed on Times Square, prepare a separate version of the movie, in which the picture was added to the red brand Ray-Ban and form as close to the logo.





Advertising Agency: TBWA / Chait / Day, Cutwater, USA

Broadcast producer: Jennifer Golub

Creative director: Chuck McBride

Production company: HSI

Director: Michael Haussman

Head of production: Michael McQuhae

Director of photography: Paul Cameron

Effects & On-line facility: The Syndicate

VFX supervisor: Les Umberger

VFX producer: Kim Evans

Flame artists: Les Umberger, Kevin Prendiville, Verdi Sevenhuysen

Roto: Mike Ek

Colorist: Beau Leon

Executive producer: Kenny Solomon

Editorial services: Plank

Editor: Cathy Bull

Music: Lime

Released: May 2007

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