The NAB is to people working in the broadcast and video industry what OFFF festival is to new media artists. Being held in Paris this year, the festival features conferences, exhibits, workshops and a lot more appealing venues for digital-media savvy people. But one thing about the festival stands out every year, and has become somewhat of a tradition. It’s the opening title sequence. Just like for a movie, the titles present everyone who will be contributing to the festival.
Every year, a different studio is selected for the creation of those titles, and this year’s lucky studio was none other than The Mill. I think I’m not exaggerating by saying that everyone had sky-high expectations for this animated intro, because The Mill is one of the biggest players in the game. Well, when you’re such a big player, your job is to deliver, and The Mill did nothing short of that. This title sequence is just sublime. This is art direction at its finest, and that is what impressed me the most coming from a studio who generally does more VFX-oriented work. The colors, music, animation and ambience blend perfectly together to create an abstract short film taking place in an imaginary world.
I’ll also take the occasion to mention that Julien Vallée, a young designer from Montreal, presented the title sequence at the festival, which I doubt is not considered as the highest honor you could have at this event. Congrats to him.
PS: Take the time to check out titles from past years, they’re pretty much all amazing.
Wieden+Kennedy unleashed a viral tsunami when they released Nike’s Write the Future ad for the upcoming world cup. So, it was only a matter of time before Adidas counter-attacked with Sid Lee, probably one of the most creative agencies ever to come out of the province of Quebec.
Going in a totally other way, Sid Lee partnered with Partizan and The Mill, two huge players in the production and post-production domain, to create a remix of the Star Wars’ bar scene. The ad, or should I call it a short-film, features Beckham, Daft Punk, Noel Gallagher, Snoop Dogg and bunch of other celebrities. The compositing of the original Star Wars images with the images they recreated is really a thing of beauty. The lighting is perfectly similar and the color grading makes the fusion of the footage seemless. The script and scenario are funny and fresh and make you want to look at this ad over and over.
One thing I have to point out, is that The Mill was in charge of post-production on both this, AND Nike’s Write the Future. I don’t know how they managed to do that, but there must have been a lot of coffee and Red Bull drank at their offices in the last months. Huge props to them.
So, the battle is on between Adidas and Nike, who’ll get the most views by the end of the world cup…
Posted in Uncategorized
Tagged adidas, david beckham, gallagher, nike, partizan, sid lee, snoop dogg, star wars, the mill, wieden+kennedy, write the future
Well yes, another post about a car ad, but damn this one is smoking hot ! TBWA and production studio Smuggler produced this visually close-to-perfect 30 second spot, entitled Own the Sky, for Infiniti’s G37 convertible. Adam Berg (same guy who did Philips’ Carousel short-film) did an amazing job directing this ad in my opinion, and not to forget award-winning studio, The Mill, who handled post-production with subtle, yet beautiful CGI effects. While you’re there, take a look at The Mill’s showreel for 2009, it is a masterpiece.