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Posts Tagged ‘Laurent Ledru’

‘The Match’ Kicks Off in Samsung’s Galaxy S5 Saga

Just in time for today’s World Cup opener between Brazil and Croatia, Samsung, Psyop and Cheil have finally unveiled the first episode of “The Match,” the final installment in its ongoing sci-fi saga touting the Galaxy S5 that features the world’s best soccer players including Cristiano Ronaldo and Lionel Messi taking on an alien invasion.

Now that we’ve caught a glimpse of the alien overlord leading the extraterrestrial charge in the previous “Training” installment, it’s time to officially do battle on the pitch in this ambitious effort, which kicked off late last year via a series of teaser clips. With all the feel of a feature film cut condensed into mere minutes, the ongoing campaign can only fan a World Cup fan’s flame and has us anticipating episode two, which is coming soon. Bring it. Credits after the jump. Read more

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And So, Samsung’s Sci-Fi Soccer Saga Continues

Continuing a rather ambitious storyline that kicked off late last year, Samsung, with the aid of Cheil Worldwide and Psyop, has unveiled the next installment of its soccer stars vs. aliens saga to promote the Galaxy S5. While not technically a World Cup tie-in, “The Training” (nearly 42 million views and counting–yeah, we know it’s been out for a bit) features two of the event’s biggest (and best) participants, Cristiano Ronaldo and Lionel Messi, who have also been making the rounds in spots for Nike and Adidas, respectively, that are officially attached to the event. In this campaign, though, real-life Ken doll Ronaldo and his archrival Messi, along with other notable footballers like Wayne Rooney,  join forces and evolve from mere athletes to sci-fi superheroes in order to combat an alien invasion…with their S5s in tow, of course.

Psyop director Laurent Ledru, who shot this four-minute short in two months across cities including London, Barcelona, Madrid, Munich, Prague and Manchester, explains the process of working with the stars.  “Because of the athlete’s varying schedules we had to shoot each player separately. It was very important that each performance felt authentic to that athlete yet interacted seamlessly with the others.” Ledru, who met the players in the varying aforementioned locales, where they would execute the acrobatic stunts and moves for the real shot, adds, “Each player was given instructions and guidance but we needed to capture them acting as naturally as possible in front of the green screen despite the CG elements that were to come later.”

Like the previous clips that have encompassed this campaign, the Samsung Galaxy branding is kept to a minimum, save for the occasional highlighting of a feature (heat sensor! fast auto focus!). It’s the stars, story and special effects that take center stage here, and now, with training said and done, we’ve only the big final showdown to look forward to. Consider us involved. Game on.

Credits after the jump.

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Arnold, Jack Daniel’s Bring Back King Bee, This Time with a Swarm

Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.

Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.

Credits after the jump

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The Juke is Now an Urban Legend

TBWA\Toronto has rolled out “Weather,” the second of three spots in the agency’s Nissan Juke campaign (“Dread” being the first). Directed by Psyop, the ad seems like its parodying the ending of The Lord of the Rings trilogy, what with the whole dropping something into the fiery volcano to save the world bit. The only thing missing is Frodo in the driver’s seat.

Apparently, Juke’s all-wheel drive system is powerful enough to withstand any form of weather and save a city from annihilation, thus meriting it urban legend status alongside Bloody Mary, the Jersey Devil and, um, Candyman.  Too bad the car’s design isn’t all that intimidating. See credits after the jump.

More: TBWA\Chiat\Day LA Adds Three to Planning Department

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Agencytwofifteen, Psyop Incite a ‘Revolution’

Fable III is officially here for Xbox 360 (like you haven’t been waiting) and here’s agencytwofifteen’s new campaign for the brand, dubbed “It’s a Revolution”, which is sure to get players highly enticed to go out and purchase the third edition in the franchise.

This spot, created by the aforementioned San Fran-based shop along with VFX gurus Psyop, is set in the fictional Albion, uses real game assets and is depicted through a series of richly detailed, cinematic, slo-mo moments, telling the story of the fall of a tyrant and the rise of a new leader.

The visuals are stunning and are sure to entrance and entertain the target audience for 60 seconds of their lives. For others, not so much. If you’re within the TA, then you’re goods-if not you’ll probably shrug with indifference. Sometimes your just stuck with a double edged sword. View credits after the jump.

More:Halo: Reach vs. Halo 3: Does It Measure Up?

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