See How it Feels

I absolutely love this BW advert called "see how it feels":



The lightwork was done by a guy called Chris Levine. He says the film uses"real time light painting using proprietary optics and high powered white light lasers in this radical TV ad for BMW. The raw sensory energy of Levine's laser work is captured directly on film."

Youtube describes it as "The new 60 second TV spot for BMW's new campaign created by Nick Thornton-Jones and Warren Du Preez (Wanted Films). The commercial is soundtracked by a modern re-working of Beethoven's 9th Symphony produced by UNKLE."

Apparently a guy called Laser Marc supplied the lasers and was at the shoot. He says: "
I supplied two 14 watt whitelightwatercooled laser systems with 4 high power fibre optic cables. I worked along side laser artist Chris Lavine, the shoot took 6 day's and was filmed at Black Island Studios in London"

Nick Thornton-Jones and Warren Du Preez two fashion photographers were the directors, and studiodaily magazine stated: "Using a Time Track to Translate Print Techniques to Motion. In the new spot for BMW, the directorial duo of Nick Thornton-Jones & Warren Du Preez from production company Wanted Films transformed their signature style of painting with light that has garnered them acclaim in the print world into the realm of motion pictures, a move that was fraught with creative and technical challenges"

Creative Review quotes them in an interview as follows: "“In a way not much has changed since then,” says du Preez. “We still search for the same elements in our work. Every time we go into a job, we’re trying to create something you’ve never seen before, something pure, that inspires or excites us. Our [visual] language is evolving, like any creative journey evolves, but the premise remains the same.”" One other interesting point is that they have apprently worked in the past with Massive Attack.

There's a full description of how they created the work here on the Digital Arts website "A Time Slice rig was used in several shots (a technique best known from The Matrix), involving approximately 80 cameras with delayed exposure in sequence. In addition, the DOP, Dan Landin, used many different lighting techniques to create the lighting mood of the piece, particularly the mac lights which can be computer controlled and give a VFX-based look. Finally, a lot of visual effects work was done by Mark Curtis at Asylum, who combined the SFX with the lasers and conventional lighting to give lots of different effects.The commercial is soundtracked by a modern re-working of Beethoven’s 9th Symphony produced by UNKLE. The print campaign comprises of a series of arresting images of details of the car. Each ad poses the question ‘How would it feel to….’ as the reader is asked to think and question what it is that makes a BMW so special. The visuals begin to answer this, as different forms of light play on the car details to great effect, echoing the TV spot. "