CREATIVE DIRECTOR/DIRECTOR
COMMERCIAL
EXPERIENTIAL COMMERCIAL
NARRATIVE
MUSIC VIDEO
A robotic tower attached to a motion control camera system. 1,135 spinning sculptures. 48 seperate passes composited into one seamless take. It all came together to create what the head of Coca Cola’s global marketing team called their most creative campaign since Hapiness Factory.
Credits
Agency: AGENCY TWO FIFTEEN
Production Company: 1st Ave MACHINE
Director: BENJAMIN STEIGER LEVINE
Concept & design: BENJAMIN STEIGER LEVINE
Art direction:BOB PARTINGTON
Creative director: AARON DUFFY
Build: TOM TALMOND STUDIOS
CASE STUDY
Coca-Cola was launching Fuze tea and they wanted a technically fresh idea to introduce their re-fresh-ing tea. McCann came to me with the idea of a zoetrope that showed the ingredients in the tea and people coming together in celebration.
The zoetropeis a precursor to the film camera, an almost 200 years old device in which a sequence of images are spun inside a carousel that gets vieweed through a small slip. Viewing the images through this slit creates an illusion refered to as persistence of motion and the images appear to form an animated sequence in the viewer’s mind.
Others said the project could only be accomplished in CGI but a zoetrope was magical precisely because it was real. So I set out to build a physical, eight foot tall zoetrope, spinning sequentially built sculptures on disks and using the camera’s shutter angle to act as the “slit” that creates persistence of motion.
We designed the world in a style that combined early Dysney and Miyazaki.
Then we had to turn our drawings into cycles of animation. Each element was then fabricated and mounted to discs.
1,135 sepearte sculptural elements were mounted to 48 spinning plates and filmed in passes on a motion control camera that were then seamlessy stiched together in post.
After many sleepless nights the impossible was finally made real.