Nokia 5800: Tube

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Released:	March 2009
Advertiser:	NOKIA
Agency:	Wieden + Kennedy London
Country:	United Kingdom
Category:	Home electronics & audio-visual
Tags:	mobile phones

Credits:

The Mill working with WK London and Blink Productions have created a new 30 second spot for Nokia entitled ‘Tube’.

Directed by Pleix the colourful spot promotes the new Nokia ‘Big Sound’ Touch Screen mobile phone. To a backing track of ‘Pump Up The Volume’ and with a neon colour scheme of greens and blues the commercial uses a production line of cables, speakers, drum kits, keyboards and guitars in the simulation of a playlist.

Sean Costelloe, Producer, The Mill said: “In close collaboration with Pleix, The Mill CG team extensively pre-visualised this shoot. The main challenge was to devise a set build and camera move that could be shot as multiple motion control passes and then seamlessly integrated together in Flame to create one shot. The pre-visualisation was used to operate the motion control cameras, platform and set design. It was also used for the animated stripes which were projected in camera over a series of objects to annotate the idea of a playlist being put together on the new Nokia tube handset.”

3D Supervisor, Juan Brockhaus, added: “During the development of the edit we started to work closely with the art department exchanging information about the props which were going to be use and provide detailed plans of how the props were laid out. The art department then built the set according to our detailed 3D layouts. Prior to the shoot the whole edit, set layout and cameras was done and approved. On the shoot a motion control rig was used, which took all our data.”

He adds, “We then put the 3D pre-visualisation and the final edit side to side and it matched frame by frame.”

Product: Nokia
Title: Tube
Agency: Wieden+Kennedy London

Creatives:
Pat McKay, Feh Tarty

Producer:
Jon Chads

Production Company:
Blink

Director:
Pleix

DP:
Alex Barber

Producer:
Annie Hart

Editing Company:
Work Post

Editor:
Neil Smith

Post Production:
The Mill

Producer:
Sean Costelloe

Telecine:
Adam Scott

Lead Flame:
Rich Roberts, Zoe Casey

Flame Assist:
Adam Lambert

3D Supervisor:
Juan Brockhaus

3D:
Vince Baertson, Andrew Proctor, Aidan Gibbons

Kit:
Xsi, Flame