DIGITAL DOMAIN and DAVID FINCHER TEAM UP AGAIN FOR MOTOROLA |
|
| Exciting new phone concept yields stunning spot | |
|
 |
Following up on the successful launch of the RAZR phone, Motorola was in a position to capitalize on the anticipatory buzz surrounding the phone manufacturer’s next design. Motorola’s agency, 180 Communications, Amsterdam, recognized that the introductory spot needed to convey the genius behind the PEBL’s design and create a buzz worthy of “the next big thing.” Executing such a spot was left to Venice, Calif. digital production studio Digital Domain and well-known feature film and spot director David Fincher, via bicoastal international Anonymous Content. The collaboration between Digital Domain and Fincher has yielded numerous striking and award-winning commercials such as “Nike Gamebreakers,” Hewlett Packard’s “Constant Change” and Heineken’s “Beer Run”—spots genuinely unlike anything that came before them. “PEBL” would be no exception. “PEBL” opens on a meteorite spinning in zero gravity and hurtling through the earth’s atmosphere. Down on the planet surface, the burning rock streaks out of the sky and pounds into the ground, leaving a ball of dust and smoke in the air. In its resting place, the elements gradually erode the meteorite. Rain, wind, and the hot sun take their toll shrinking and softening the rock’s surface. Eventually, the ground beneath it gives way. The meteorite tumbles into a valley where, over time, a glacier encases it in ice and “We worked closely with David [Fincher] to give the spot a documentary feel. The goal was to convince the viewer that there were filmmakers with tripods and cameras out on the edge of a glacier documenting the evolution of the phone,” said Ed Ulbrich, Digital Domain’s Senior VP, General Manager. “Our artists explored the details of this kind of look to give every shot its own filmic treatment and a stock footage feel.” Ages pass and the dark grey rock is smoothed and rounded as the tide carries it to and fro, eventually pushing it into shallower waters…. The final shot depicts the new Motorola PEBL lying on the shore among thousands of soft, rounded, grey rocks. A pair of bare feet step to the scene and a hand reaches down for the PEBL. A soft whisper is heard before the commercial fades to black, “Hello Moto.” “’The PEBL’s design is simple and elegant,” added Ulbrich, “and the advertising concept behind the PEBL emphasizes the same benefits. Because the concept was so good and the directorial talent was at the highest level, we felt we had an opportunity to help create something very special.” ABOUT DIGITAL DOMAIN Founded in 1993, Digital Domain, Inc. has established a world-class reputation for innovation and artistry. Recipient of four Academy Awards, the studio has produced visual effects over the last ten years for films that have generated over $4 billion in worldwide theatrical box-office sales. In the world of commercials, Digital Domain is one of the industry’s largest and most honored creators of visual effects, including the cutting edge advertising campaigns for Adidas and Nike directed by David Fincher. The division consistently works with a stellar group of A-list directors including Michael Bay, Joe Pytka, Bruce Dowad, David Kellogg and Alex Proyas. Industry awards for the commercials division include numerous Clio awards, AICP awards, Cannes Lion awards as well as numerous other industry honors. Digital Domain is currently one of the largest digital studios in the world and hosts an integrated production studio that includes divisions for Feature Film Visual Effects, Commercial Production, Music Videos, Location Based Entertainment and Feature Film Development. Quick time and frames are available: Press Contact: Fran Koenig (203) 661 5090, koenigpr@optonline.net Credits for Motorola: “PEBL” Directed by David Fincher Client: Motorola Elena Panizza Global Creative Director –Mobile Devices Agency: 180 Communications Adam Chasnow Creative Director Production Company: Anonymous Content David Fincher Director Visual Effects and Animation by: Digital Domain, Inc. Ed Ulbrich SVP / Executive Producer Chris DeSantis Pre-Vis Artist Editing by: Rock Paper Scissors Angus Wall Editor Sound Design by: MIT Out Sound Ren Klyce Sound Designer |
|
