Spy Films and Dashing came together to create the ultimate movie-going experience. Through months of arduous labour, the diverse team has completed a journey into the celebration of Cineplex's 100 years of film. The theatrical brand spot is an immersive and emotional audio-visual experience that solidifies Cineplex as the leader for a new generation of moviegoers.
"I wanted to use the aircraft as an iconic film element and evolve it through time and space... creating an emotional yet visceral journey," says Spy Director Arev Manoukian.
The mini-film begins in black and white with the Wright Flyer taking off at Kitty Hawk, NC. Over the course of 40 seconds we see the film evolve into full frame, technicolor, mono to 7.1 sound and finally, stereoscopic 3D. All the while, the planes of history are also evolving...from the Wright Bros to the NASA space shuttle.
The idea was to parallel both the history of flight and film... to create a common duality that would act not only as a thrilling experience but also an educational celebration...
Spy Films EP, Marcus Trulli
Dashing Creative Director Rob Moggach said, "We were excited for this project because from the very beginning of the creative process it was truly collaborative. We literally used every creative tool at our disposal and then created some of our own. The clouds and nebulae were all created using custom software developed for this project."
"It was certainly a labour of love for all the VFX artists involved and I think it really shows in the final piece." notes Dashing Producer, Mary Anne Ledesma. "The artistic freedom we enjoyed on Cineplex is hard to come by in traditional advertising and definitely presented it's own challenges. The days were long but we did what needed to be done to attain the level of polish the project deserved."
The mini-film will be playing throughout all Cineplex locations nation-wide for a minimum duration of 3-years. 15 million viewers a month will see the film.