Puma Lift
March 13th, 2009A while ago I posted a video called Displacements by Michael Naimark. He basically filmed a room, then he spray-painted it completely white and in the end he projected the video back on those white objects in the room.
I was always wondering when this visual gimmick would be used for a TV commercial. Well, the waiting is over: “Puma Lift“. The New York ad agency Droga5 made this film where you can see a couple moving through different virtual sceneries. In the end they reveal that the whole room and the clothing was actually white and that it was a projection.
I think that the film is great, it was probably a lot of work to get the movements and the projection in sync. But they could have presented this film to any other brand, it is very generic.
You should watch it anyway!
March 13th, 2009 at 7:33 pm
I think you’re onto something with your comment about it being suitable for any brand. There’s a lot of debate about commercials and music video directors ripping off other (smaller, more experimental, arty, non-commercial) peoples’ stuff, and it’s usually (a) unprovable and (b) a stupid argument anyway. That’s the way things work. But perhaps there is a case to be made (to what end, I’m not sure) that there’s a different quality to this sort of “generic” ripping off. If the gimmick could be tied to the brand, there’d be an argument in its favour, but when there’s not, it’s a bit harder to defend.
(Hello, by the way. Long time reader, first time commenter. You have an excellent site.)
March 13th, 2009 at 9:06 pm
Wow, rapid changing of scenes is awesome
March 15th, 2009 at 3:31 am
This is not nearly as cool as Naimark’s work.
March 16th, 2009 at 11:01 pm
And it’s using The Magnetic Fieldssss! Dream boat.
March 23rd, 2009 at 12:18 pm
What is Puma doing?
March 31st, 2009 at 3:38 pm
Wow, that looks so good!
P.S. When I started to watch this movie I didn’t think that it’s just advertising :D really
May 24th, 2009 at 11:31 am
This is a very cool video! I like how the scenes keep changing .