Case Study
Robert Plant's sound made for screen
When asked by Electric Light Studios to collaborate on their Carry Fire TV Advert, we asked ourselves: how do you visualise Robert Plant?
With a career that defines longevity, Plant’s signature sound is complemented by a telling visual identity. We were therefore excited to explore these traits and cut a video equivalent in post-production.
Once we started the editing process, further depth was created by compositing layers to the captured footage, to give it a much richer complexion.
Although we wanted to push boundaries it was important that we kept Plant’s innate style — one which has shaped an illustrious career. And it was a deft process combining the two.
The wispy psychedelia and the ethereal tones needed to remain. In fact, they acted as a perfect tool for shot transition while the natural bright colours of the artwork supported further correlation and mood of the piece.
We then gave the on-screen text feather-like edging to increase the pensive state of both the music and artist. This technique simply placed the viewer behind a distorted lens to enhance that celestial feel.
The resulting piece with its warm colour gradient and smokey transparency offers a rich piece of video.
Loftworks are great. Exceptionally talented & experienced motion designers that get the brief every time and always deliver. If it was legal we'd keep them in the cupboard.
1.
With the supplied album artwork we had a vivid base of colour, texture and distortion, which all combined to dictate a particular mood. From this we created animated elements to reflect that style, to be layered over the supplied video.
2.
To enable us to distort the image, while on-set we captured some of the effects through glass, and we then mimicked these to manipulate further by adding computer generated distortion. The use of a smoke machine not only added a majestic quality, but it also proved a subtle and natural tool for transitioning between shots.
3.
The draw of colour grading.
Only a side-by side comparison can illustrate the depth and warmth (on this occasion) that colour grading offers. This clip shows raw video files shot in a flat logarithmic (LOG) colour profile against the final graded layered composition.
Loftworks are great. Exceptionally talented & experienced motion designers that get the brief every time and always deliver. If it was legal we'd keep them in the cupboard.
With the editing, colour grading and animated titles as the founding blocks, and with music and voice-over giving it added sheen, the final advert effortlessly reflects all the hallmarks of Robert Plant.
