Brief
Create a dynamic and visually stimulating piece for Vue Cinemas to showcase the vast range of entertainment available to their customers.
Approach
The spot contains a collage of footage from clips of films and live experiences to elements of live action and more abstract design work, all of which travels in a fluid-like motion from one image to the next, set to the ethereal and emotionally provoking soundtrack by Solomon Grey. The linea design work of the spot links each piece of footage together and culminates to produce a bold eye visual on which the spot closes. The concept of the piece was devised by Mill Director Rama Allen and is based around a wonder making, ‘magical machine’ – an abstract representation of the diverse content on offer. The challenge for the Mill team was not only to design this ‘machine’, but to also find ways to animate it, reflecting the energy and movement of the live scenes.
Impact
Working closely with sound, cymatics and delicate fluid movements, we created something that feels very physical and mechanical, but is fluid and emotive too. The result is a blend of assets that have been combined to create a ‘magical machine’ which transports viewers into a world of possibilities.