JCPenney
Life Imitates Art
We have kicked off a retrospective of celebrated Hollywood moments for JCPenney. In the Oscar-debuting spot, 'Life Imitates Art', various sequences of famous films are recaptured in modern day settings all with JCPenney wear. DGA Award winner, Dante Ariola, again, teams up with our Flame Artist Chris Knight.
Director:
Dante Ariola
Production Company:
MJZ
Agency:
Saatchi & Saatchi
Dante Ariola
Production Company:
MJZ
Agency:
Saatchi & Saatchi
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To capture the feeling of a giant flock of birds gathering on a playground, similar to Hitchcock's 'The Birds', Dante shot several birds against blue screen. Chris composited the footage onto live action plates, replicating the birds to number over one hundred. He also added CGI birds created by CG Artist Robert Kolbeins.
CreditsCredits
Agency
Agency: Saatchi & Saatchi New York
Producer: Diane Burton
Production
Production Company: MJZ
Director: Dante Ariola
Producer: Natalie Hill
Editorial
Editing Company: The Quarry
Editor: Paul Watts
VFX & Design
VFX & Design: The Mill
Executive Producer: Gabby Gourrier
VFX Producer: Helen Hughes
2D Lead Artist: Chris Knight
3D Lead Artist: Robert Kolbeins
2D Artist: Jeanette Williford