Nice Shoes Lights Up Justin Timberlake in Paris for Givenchy

Nice Shoes Colorist Ron Sudul, working closely with Nola Pictures and Director Pierre Morel -- whose recent work includes the feature film From Paris with Love -- worked his post-production magic to subtly color the French capital in a fun and romantic :30 for Givenchy's Play fragrance for women.

The spot captures a playful and beautiful nighttime scene of the City of Light, starring pop singer Justin Timberlake and a beautiful lady companion. Play opens with the couple dashing across a vacant midnight plaza below the Eiffel Tower's soaring latticework, racing up its spiral stairs and across beams overlooking the city. From a platform high over Paris, Timberlake activates an MP3 player and music explodes over the scene. The sprawling grid of city lights below dances and flashes to the music's rhythm, symbolically mimicking the incredible energy released by Play. The bird's-eye lightshow is occasionally interrupted with street-level shots of wide Parisian boulevards bursting in a cavalcade of lights.

Working with footage Morel shot over two nights on the Canon 5D MkII camera and a series of time-lapse still images shot over four nights at various locations, Sudul coordinated with Nola VFX CD Arman Matin to create a unique tint for the film that perfectly matches the tone of the spot and evokes the spirit of a Parisian night. Working on one of Nice Shoes' new Baselight color grading systems, Sudul focused on retaining the detailed shots of the Parisian streets while capturing the exact and subtle look the agency sought. "This was one of the best usages of this camera I've ever come across," noted Sudul. "With this type of footage to work with, the coloring was a snap. Truly amazing. Pierre (Morel) is one of the most interesting directors around in both the long and short format arenas."

Having recently completed Kanye West's Power music video promo, a breathtaking visual collage that had over 10.8 million hits on YouTube, in addition to finishing spots for brands like Smirnoff, GE Polaris, Chase, and BlueFly, Ron Sudul's work is gaining unprecedented momentum in the color grading world.

Credits:

Client: Givenchy
Spots Title: Play
Air Date: September 2010

Agency: Anton & Partners
CD: David Anton
Art Director: John Painter
Copywriter: Rob Lee
Producer: Marty Friedman

Prod Company: Nola Pictures
Director: Pierre Morel
EP: Charlie Curran
Producer: Alec Sash

Post/Effects: Nola Pictures
VFX Creative Director: Arman Matin
Producer: JJ Wilmoth

Editorial: Wild Child
Editor: Yvette Piniero
Producer: Alexandra Leal

Telecine: Nice Shoes
Colorist: Ron Sudul

Music: ill Factor
Composer: Ivan Corraliza

Sound Design: Aberle Sound
Sound Designer: Hank Aberle

About Nice Shoes:

NYC-based Nice Shoes is a full service, artist-driven design, animation, visual effects and color grading studio specializing in high-end commercials, web content, film, TV and music videos. Since its inception in 1996, the studio has prided itself on consistently reinvesting in its talent, technical backbone, and client experience to set the standard of excellence both creatively and technically. Key company principals include: CEO/Partner Dominic Pandolfino, Partner Joe Bottazzi, Managing Director Mike Donovan, CDs Brian Bowman and Aron Baxter, Colorists/Partners Chris Ryan and Lez Rudge, EP Pat Portela, VFX Artist/Partner Rich Schreck, CFO/COO Julia Kisla, CTO Bob Keske, and VP of Sales & Marketing Travis Taylor.

For more information please visit www.niceshoes.com.