Visualizing beauty

Drawing on an original concept by Santacroce DDC Agency, we realized Gibus’ 2018 print campaign.
Subsequently, we re-elaborated such concept and translated it into audiovisual language to produce a well-crafted TV commercial. The video conveys the idea that the beauty of Gibus pergola spreads across the surroundings, transforming them into amazing natural landscapes.

To make the most of it in terms of visual aesthetics, we relied on such technologies as a large green screen and a high-quality motion control system and paid particular attention to the pre- and post-production phase.

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An effective pre-production

Pre-production played indeed a crucial role in ensuring the project’s success. The 3D pre-visualisation helped us understand what parts of the digital environment should be revealed and how the actors should move. Moreover, it enabled us to evaluate the feasibly of the planned camera movements and adjust the storyboard accordingly.

Last but not least, our client got actually involved in the pre-production. Not only did they play a relevant part in the casting process (by selecting actors based on the filmed rehearsals we provided them with); thanks to the pre-visualization process, our client also had the opportunity to watch an animated storyboard, comment on its content, and choose what backgrounds to use.

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Backstage video

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An elaborate post-production

In post-production, we used an array of techniques. The Chroma Key served the purpose of isolating the main subject (i.e., the pergola and actors) to allow the subsequent replacement of the background. Subsequently, a part of digital environment (the sand, rocks, and debris) was entirely sculpted in a 3D application and then rendered with a physically-based renderer.

In the far background, we projected a footage of the sea (shot in Vada, Tuscany) on a horizontal plane and added a digital painting of the island.

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Video broadcasting & print advertising

Produced in different versions (10, 20, and 30 seconds long) and several languages (Italian, English, German, and French), the commercial was broadcast on RAI channels (in prime time, for one month), Italian and foreign movie theatres, and other media.

Finally, we were responsible for shooting and post-producing the print advertising image, which was published by international multimedia publishing group RCS and appeared in Italian national journals as well as architecture and design magazines such as Casabella and Abitare.