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Nola Scales The Eiffel Tower to Light Up Paris

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.

Givenchy's Play spot

Press Release from Nola Pictures

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.

Nola's VFX Creative Director, Arman Matin, took the lead on all post work, supervising a series of time-lapse still images over four nights and then creating an aggregate of those stills to make versions of Paris entirely lit and entirely dark. He then layered individual lights and patterns to create the illusion of a completely organic and believable moving cityscape. Using the audio splits, light patterns were crafted by writing custom algorithms to drive the animation off beats in the music to make it seem as though they are dancing to the track. The goal was to create a visual sequence that appears to be fully organic in a scenario that is clearly fantastical and the attention to detail from Morel, Matin and their crew made it work.

Anton and Morel coordinated with Nice Shoes to create a unique tint for the film that perfectly matched the tone of the spot and evoked the spirit of a Parisian night. Colorist Ron Sudul focused on retaining the intricate detail of the Parisian landscape. "David Anton had a very exact look in mind - a clean overall presentation, black and white with a hint of flesh tone, all while bringing out as much detail in the Eiffel Tower as possible, enhancing the structure's beautiful lines."

"This spot showcases of our knack for handling production through completion at a very high level, moving through a project as a cohesive creative unit with our clients from early on, down to the last details," noted Nola's EP Charlie Curran. "It's a very satisfying way to work."

Credits:Client: GivenchySpots Title: PlayAir Date: September 2010

Agency: Anton & PartnersCD: David AntonArt Director: John PainterCopywriter: Rob LeeProducer: Marty Friedman

Prod Company: Nola PicturesDirector: Pierre MorelEP: Charlie CurranProducer: Alec Sash

Post/Effects: Nola PicturesVFX Creative Director: Arman MatinProducer: JJ Wilmoth

Editorial: Wild ChildEditor: Yvette PineyroProducer: Alexandra Leal

Telecine: Nice ShoesColorist: Ron Sudul

Music: ill FactorComposer: Ivan Corraliza

Sound Design: Aberle SoundSound Designer: Hank Aberle

About Nola Pictures:Founded in 2005, NYC-based Nola Pictures is a full-service, multi-disciplined media services company with affiliate offices in France, Canada and Chile. Nola features a diverse roster of multi-dimensional directors, designers and producers who have created award-winning content for ad agencies, film and TV studios, and corporate clients.

Nola offers turnkey production solutions from shoot through editorial and post; including animation, design and VFX. Nola's mandate is to provide a supportive creative environment with production flexibility and efficiency for our artists and clients. The Nola team has contributed to projects for brands such as Dell, Pfizer, Budweiser, Givenchy, Phillip Morris, Kraft, Proctor & Gamble, Wyeth, Pro Health, McDonald's, Sundance, Cadillac, Ford, Carolina Herrera, Samsung, Umbro, Nike, ESPN, QNB, Bank of America, UPS, and Jet Blue among others.

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Rick DeMott
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