Visual ad tricks done the old-fashioned way Adland has some interesting behind-the-scenes footage of a new ad by Fallon London for Orange, the British phone company. The commercial shows people in a field, appearing and disappearing, seemingly out of nowhere. Viewers may assume it’s all been done digitally, but in fact, it involved painstaking choreography, with the actors running this way and that, jumping in and out of holes in the ground. See the spot here, and the making-of footage here. Of course, you do wonder why they didn’t do it digitally, considering the average viewer won’t know the difference. Budget cuts? —Posted by Tim Nudd

February 21, 2007 | Permalink

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Probably not because of budget but because of old-school craftsmanship. I think it lends a nice quality to the spot. Everyone today jumps on digital so fast as a seolution, but a lot of times it sucks the soul right out. Look at the old Star Wars movies compared to the new ones--the hand-craftsmanship gave it soul in the early ones--but the digital renderings now (no matter how 'real)seem cold and lifeless, IMO.

Posted by: Lugnut | Feb 21, 2007 12:16:40 PM

That's awesome!

I agree w. Lugnut... there are times when you can tell it's not done digitally, and that's when it really hits you how freakin' cool it is.

Posted by: Laura Ellis | Feb 21, 2007 2:20:28 PM

Ditto on Lugnut's craftsmanship comment. I believe Pytka still records sound on analog equipment because he likes the organic audio better.

It's the same reason I only listen to X and Black Flag on my phonograph.

Posted by: Bob | Feb 21, 2007 3:31:56 PM

I think they knew that doing it by hand would accomplish the concept while also generating some buzz. The youtube version's already gotten a few thousands of hits.

Posted by: CorruptedJournalist | Feb 21, 2007 3:41:45 PM

eh.

Posted by: thatguy | Feb 21, 2007 4:10:01 PM

Whatever. Who gives a $%$ about the execution.

Posted by: captain | Feb 21, 2007 5:06:04 PM

You must be a copyrwriter. Or a suit.

Posted by: Dabitch | Feb 23, 2007 11:17:40 AM

No need for name calling, art flake.

Posted by: thatguy | Feb 23, 2007 4:29:41 PM

That's dyslecix artflake to you mistah!

Posted by: Dabitch | Feb 25, 2007 7:46:26 AM

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