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Givenchy: Play

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.

Advertising Agency: Anton & Partners, USA
Creative Director: David Anton
Art Director: John Painter
Copywriter: Rob Lee
Producer: Marty Friedman
Prod Company: Nola Pictures
Director: Pierre Morel
EP: Charlie Curran
Producer: Alec Sash
Post/Effects: Nola Pictures
VFX Creative Director: Arman Matin
Producer: JJ Wilmoth
Editorial: Wild Child
Editor: Yvette Pineyro
Assistant Editor: Chuck Granado
Producer: Alexandra Leal
Telecine: Nice Shoes
Colorist: Ron Sudul
Music: ill Factor
Composer: Ivan Corraliza
Sound Design: Aberle Sound
Sound Designer: Hank Aberle
Aired: September 2010

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7 comments

CommandZ's picture
CommandZ
2474 pencils

I love it.

Blashyrkh's picture
Blashyrkh
32701 pencils

I like the bottle design more.

Guest's picture
Guest

Is it a scent!? is it an mp3 player!? wwwhhhhaaaaaaaaaaaaa????

Libor Oubrecht's picture
Libor Oubrecht
309 pencils

like it

Guest's picture
Guest

Could it be that Justin Timberlake started playing with the lights on a streets and now all the problems in France are also because of him?

Guest's picture
Guest

I was blown away by this - everything ties together: the City of Lights, the mp3 player-mobile designed perfume bottle-Justin Timberlake (note how the noun and verb to 'play' may be applied to him, here). This is so well-thought out, and beautifully executed!

GustavinJD's picture
GustavinJD
8 pencils

A cool presentation...It shows everything that is Givenchy

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