Johnny Kelly Collaborates with Vitra on Tip Ton Chair Film

files/pictures/picture-35.jpgPress Release from Nexus Productions

Nexus director, Johnny Kelly, was approached by esteemed designers Edward Barber and Jay Osgerby to create a celebratory showcase of their innovative new Tip Ton chair, manufactured by iconic furniture company Vitra.

The eagerly awaited chair has been carefully under wraps since delivery of the film in December and will be launched at the prestigious Salone Internazionale Del Mobile 2011 furniture fair in Milan on April 12th.  The intuitive all-plastic chair allows for a dynamic seating position thanks to a simple forward tilt action – allowing, for the first time, significant ergonomic benefits in a chair of this type. Using a series of choreographed stop motion animated sequences, Johnny features the chair's form and function, the simple elegance of this beautifully crafted film perfectly mirroring the design ethos behind the Tip Ton chair.
 
From the initial sequence of photographs featuring the chair in use by a pixilated young woman throughout her day, a subtle demonstration of the chair's versatility and interactivity as they tip, Johnny then focuses on the chair's clean design lines, creating a gorgeous array of abstract images, geometric patterns and formations whose inspiration range from Japanese military marching to Busby Berkley.  Unexpected camera angles were also used as the chairs moved in and out of shot, from side to side and overhead, highlighting the superb movement of the chair and giving it a uniquely quirky but eminently functional personality, which he underlines in the final sequence of shots as the chair magically flicks from white through all available colours.
 
Jonny Kelly says: “As a long-time Vitra fanboy it was a real treat to be allowed to borrow forty of their chairs to make a film. Its such a nice object that the challenge for us was to try and make something that would capture all of its attributes, while also showing off the function at the heart of its design - the tip.During our December shoot at Clapham Road Studios, our budget didn't stretch to heating unfortunately, but the entire team huddled in beside the set to warm up from the lights. You can probably see some feet poking in at the edge of frame if you looks closely.”

NEXUS CREDIT LIST:
Client: Vitra
Title: Chair
Length: 1 x 45” – 1.15

Client: Vitra and BarberOsgerby

Production Company: Nexus Productions
Director: Johnny Kelly
Executive Producer: Chris O’Reilly
Producer: Beccy McCray
Stop Frame Animator: Matt Cooper

Director of Photography: Pete Ellmore
Production Designer: Graham Stoughton
Post Production / Grade: Alasdair Brotherston