Cannes Lions

No7 Lift & Luminate TRIPLE ACTION Serum Ad with Alessandra Ferri

TOMBOY FILMS, London / BOOTS / 2016

Film
Demo Film

Overview

Entries

Credits

Overview

Description

The film shows Alessandra Ferri, who is both the youngest and the oldest principle dancer ever to have danced for the Royal Ballet, performing a dance which is choreographed on stage with a hologram of Alessandra at the age of 18 when she first danced the role of Juliet at the Royal Opera House at the age of 18. There are no post-production visual effects used in the film.

Outcome

We were determined to shoot the film in camera with no use of VFX. We found footage of the young Alessandra dancing the role of Juliet in the vaults of the Royal Opera House. We then rotoscoped the footage to remove all background information. We visited a hologram projection in Paris (the only live one in Europe) to carry out camera tests and also filmed a rehearsal with a young dancer in Hamburg who looks similar to Alessandra. To create a high quality hologram we created a projection screen 30 meters wide using 4 x 21K projectors. We hired the choreographer Wayne MacGregor to design a dance that reflected the original performance but was contemporary and beautiful. Finding ways of filming the hologram and the real Alessandra within the technical requirements of projecting a hologram was challenging in terms of controlled lighting and where the camera could be paced.

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