JBL "Flip" (2013) :30 (USA)
Posted in: UncategorizedEach of the new spots opens on Maroon 5 in what appears to be a live performance of their new hit song Daylight. However, when the camera pulls back, it reveals that the performance is actually happening on a playback device. The device varies with each spot with two cellphones, a tablet and a television featured—each spot also promotes a different type of wireless speaker.
“The spots reveal four different party situations each with a young crowd, but with a slightly different feel,” explains Hayes. “For Micro, a speaker about the size of a hockey puck, we staged a party in a kitchen with a 20-something crowd…another one takes place on a rooftop.”
The transition from the concert to the various party venues involved a cinematic challenge, Hayes notes. In each instance, the camera had to begin within the frame of the display device, then pullback quickly and smoothly to reveal the interior scene. “It required macro lenses and camera tracking, and the talent had to hold the device rock steady,” he says. “It is a lot to accomplish and tricky to pull off.”
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