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Dressed in brilliant red and vibrant white body suits, five Momix dancers fold, unfold and refold themselves into a swirl of origami-like patterns in "Art Expands (:60)," motion designer Eyeball's third inspired project for Target's "Art for All" video installation series, which is displayed on giant LED screens outside the Staples Center, in downtown Los Angeles.
Commissioned through Catalyst, Eyeball was awarded Art Expands due to founder and creative director Limore Shur's experience in directing dance. "Target approached us with Momix in mind and a well thought-out storyboard as a springboard for inspiration," said Shur, the son of a choreographer himself, excited to have the opportunity to work with the notorious Momix choreographer Moses Pendleton. "Momix's work is based on body sculpture and we knew the powerful graphic shapes of his choreography would blend beautifully with the Target world. We held a workshop at the Momix studio, a converted barn in Connecticut, to shape the visual storyline for the spot."
During the workshop at the Momix studio, an Eyeball team equipped with digital still and video cameras captured compositions that fit the visual theme. "Rather than develop new chorography, our approach was to reference the Momix repertoire with Moses (Pendleton) and select key compositions with especially filmic qualities," added Shur. "Then we modified the compositions to fit our shot selections, while I choreographed three additional pieces for five dancers, which Moses graciously offered me the chance with open arms."
Eyeball creative director Jory Hull developed the majority of the group compositions and which shots to film, seeking to invent innovative ways to portray a physical sense of 'expanding.' Dozens of shots of the Momix dancers were filmed (35mm) against green screen to create a delicate balance of art and minimal branding in which the dancers movements and unfolding forms imply the Target logo without actually showing it until the final shot. To complete the environment, the Eyeball technical team composited CG paper origami elements created in 3D Studio Max. Finally, composer Michael Picton of music company Expansion Team, wrote a gorgeous score that heightens the overall impact.
"Dealing with the red and white circular forms representational of the Target logo combined with the dancers was enough to convey a strong brand message," said Eyeball's Shur. " Finally, overlaying the real logo at the close, mixed into a sequence in which the dancers unfold to become this living origami sculpture, is quite powerful."
Credits
TARGET - ART EXPANDS
CLIENT - TARGET Group Creative Manager - Connie Soteropulos Group Manager, Media Production - Mark Bennett Producer - Barth Ward
AGNECY - CATALYST Director of Client Services - Betsy Treinen Creative Director - Shannon Pettini
TALENT - MOMIX Moses Pendleton Artistic Director / Choreographer Cynthia Quinn Associate Director Margaret Selby Agent / President, CAMI Spectrum
LIVE ACTION - EYEBALL Director - Jory Hull & Limore Shur DP - Joe Arcidiciaono Producer - Jenn Pearlman
POST - EYEBALL Chief Creative - Limore Shur Creative Partner - Hyejin Hwang Creative Director - Jory Hull Executive Producer - Mike Sullo Producer - Allison Pickard
EDITOR: Tom Downs
CG DIRECTOR: Carl Mok
CG MODELING & ANIMATION: Anthony Jones Jin Yu
ANIMATON & COMPOSITING: Neil Stuber Johan Wiberg Mauricio Leon
2D Design David Pocull
ROTOSCOPING: Ghazia Jalal
_______ Contact: VISIBILITY Len Stein Lens@VisibilityPR.com 914 712 2610
Page: 1
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