Nola Pictures teamed up with noted features director Pierre Morel and Anton & Partners to portray that famously iconic city in a romantic, devil-may-care tv :30 starring Justin Timberlake for Givenchy's Play fragrance. Anton & Partners CEO/CD David Anton, AD John Painter, and EP Marty Friedman called on Morel, whom they had worked with on past projects, and Nola to bring their original creative concept to life. Morel further collaborated with Nola's VFX Creative Director, Arman Matin, to create a sparkling nighttime panorama of the City of Light that comes alive with painterly visual effects and resolves with a charming twist. Play opens in the dead of night with a couple dashing across the deserted plaza below the Eiffel Tower's soaring latticework, racing up its spiral stairs and across its beams high over the darkened city. From a platform high over Paris, Timberlake hits PLAY on what appears to be his MP3 player and the ensuing music activates a sprawling pattern of city lights below which dance and flash to the music's rhythm, much to the gleeful astonishment of his fetching companion. The bird's-eye lightshow is occasionally interrupted with street-level shots of iconic Parisian landmarks exploding in a cavalcade of rhythmic lights, in playful synch with the music.
Advertising Agency: Anton & Partners, USA Creative Director: David Anton Art Director: John Painter Copywriter: Rob Lee Producer: Marty Friedman Prod Company: Nola Pictures Director: Pierre Morel EP: Charlie Curran Producer: Alec Sash Post/Effects: Nola Pictures VFX Creative Director: Arman Matin Producer: JJ Wilmoth Editorial: Wild Child Editor: Yvette Piniero Producer: Alexandra Leal Telecine: Nice Shoes Colorist: Ron Sudul Music: ill Factor Composer: Ivan Corraliza Sound Design: Aberle Sound Sound Designer: Hank Aberle Aired: September 2010via adsoftheworld.com