Presentation
Theatrical spot for KCRW
The overall process from the KCRW 'Full Circle' was really thinking of it as a graphical design project executed completely in live action. The performance of each character in their scenes were directed so I knew how formally they would connect to the next scene and what visuals from the rear projection would connect to the formality of the performer's action. Since the piece was about rhythm, every dance movement, graphical effect and typography had to be integrated with the same sensibility to create that arc that takes you through this voyage.
I shot everything in camera with the exception of the sound striped animation that floats around the girl's head and the end typography reveal that was executed by Jens Gehlhaar and animated by Trix Taylor at BNS.
The rear projections and the laying on the grass outside was shot on video in all exteriors. The floor was a reflective material that bounced the images giving it a sort of 3D effect. I collaborated with a dance troupe from Japan called Dump Type who were spectacular. The camera angle stayed symmetrical lending itself to the formality of the designed images projected. I like this approach because it takes the distraction away and sort of allows the viewer to observe whatever they want without been told where exactly to go and what to look at.”
The result? The creative's at the station loved it. Unlike most agency boards,the approach here was to express what KCRW is - independent, eclectic, diverse programming with a loyal following of listeners. Since their commercials only run in independent theaters in LA, their direction is to deliver a piece that is more metaphoric to the radio station and can sustain repeated watching by the more critical thinking moviegoer. "Full Circle' is due to be shown this month in Laemmle, Landmark, The Nuart and Egyptian theaters in LA.
www.davidvegezzi.com
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