Liberty showcases new advertisement

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Liberty showcases new advertisement --

Fri, 13 Nov 2015 11:18

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In Liberty s latest commercial, FoxP2 Johannesburg and Velocity director Adrian De Sa Garces unveil Agile, a retirement annuity in South Africa that can guarantee your retirement income regardless of what happens to the markets.

But how do you capture, in 60 seconds, a retirement unaffected by the forces that influence the markets? And without reaching for the clich of showing an elderly couple, happily trimming rose bushes or holding hands on the beach?

Having shot the previous time-lapse Liberty commercials with De Sa Garces, FoxP2 knew he was the man for the job. The storyboard challenged De Sa Garces to show a couple in the process of planning their retirement, while surrounded by the actual stock market, but also by the forces that affect the markets.

But why stop there? Why not have the couple in real-time, while the events around them are sped up using a time-lapse technique to condense the passage of time?

De Sa Garces vision for the project required a special rig to be flown in from London. The Titan arm is the longest motion controlled arm in the world. The lens height measures 8.5 metres, but was extended to almost ten metres for this shoot.

De Sa Garces collaborated extensively with post-production house, Lung, to develop a pre-vis which determined the timing and exact movement of the Titan arm leaving little to zero room for any errors.

The ad was meticulously brought to life over a period of three months. The end result is a highly detailed commercial that is distinctively Liberty.

Watch the commercial here.

Agency information

Agency and city: FoxP2 JHB

Executive Creative Director: Grant Jacobsen

Creative Director: Morne Strydom

Agency Producer: Kate Campbell

Agency Art Director: Alan Lewus

Copywriter: Nerine Gardiner

Client Service Director: Lynda Fiebiger

Account Manager: Eric Sibanyoni

Production information

Production company and city: Velocity Films CT

Director: Adrian De Sa Garces

Producer: Karen Kloppers, Lisa Gardner

Exec Producer: Karen Kloppers

Director of Photography: Jamie Ramsey

Production Art Director: Naobie Noisette

Post production information

Editor and company: Left Post Saki Bergh

Visual Effects Company and person: Lung Animation Arri

Music Company/Composer/Sound: Rob Roy Music Robert Schroder

Post Production Online: Lung Animation

Post Production Offline: Left Post Production CT

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