Issue link: https://digital.copcomm.com/i/87274
men. The video blends more than 300 visual effects and allows the viewer to change per- spectives based on their head movement, as detected by a standard Webcam. According to Light of Day creative director of development/co-founder Charles Nor- deen, the video was made to be displayed on a branded YouTube page. "The camera would calibrate your head movement and take your center position, your left position and your right position," he explains. "As you watch the video and move your head, it would change between the different layers." Light of Day created both interactive ver- sions of the video as well as a longer, linear director's cut. The piece takes an abstract approach at representing sophistication. In it, the mist from the cologne descends upon a desaturated metropolitan environment, where a well-dressed man walks through dif- ferent film-inspired and nightlife scenarios. While primarily black and white, elements of red are strategically placed throughout. View- er interaction allows them to look at the dif- ferent layers within the video, which include theatrical, movie and performance layers. "That piece of technology is fairly recent, and was sort of unused at the time," notes Light of Day managing director/co-founder Amy Taylor. "There wasn't a ton of money behind it, but there was a very long schedule, and it really is a beautiful piece, For us, as artists, it was about how beautiful the piece was going to be and how amazing it was to put together. The fact that it was going on the Internet, was a bonus." According to Light of Day creative direc- tor/co-founder Colin Stackpole, the piece was shot at high speed using an Arri Alexa, which would allow for ramp-ups and slow- downs. Much of the footage was shot against a greenscreen, and Brambilla also provided photographic elements. "It was a loose frame- work when we started, as far as what he wanted to have happen," says Stackpole of the collaboration with Brambilla. "It was an evolu- tion. This whole thing came together with edit- ing and compositing. Editing was basically completed in Flame. We provided 3D elements that were created in Maya as well. One of Marco's pet peeves is doing things that involve 3D, because he doesn't want anything that looks videogame-y. We did a lot of photogram- metry, where we used real photographs to create the environments." The shoot took place at a crematorium in Berlin. The team says the goal of the video was to keep people on the Website. While the LA-based motion design and live action production company Super- fad (www.superfad.com) created The Legend of You, a Facebook app for Irish Spring that tells the story of the most epic St. Patrick's Day party ever thrown. Superfad developed and used facial recognition software to ensure that the photos used in each instance made sense for the scene. They also leveraged photo tags and "likes" to determine that the images came from a friend that the user had a strong connection to. video itself doesn't reveal the product logo or branding until the end, the Web page surrounding the video window is clearly branded. "From the advertiser's point of view, [the goal] was to keep people on that page," notes Nordeen. "They were engaged with it and staying on the page, and saying, 'Hey, you should check this out.'" Light of Day spent approximately three months working on the Web project, which Nordeen says required just as much attention as a broadcast or theatrical job. "There's no difference, " he notes. www.postmagazine.com Post • October 2012 33