The Choreography of Single Take Commercials

It's awesome when the Special Effects are actually special.

And that is what we see in Grey London's latest spot for the London Sunday Times Culture section. What makes this commercial so special is not it's use of sophisticated computer graphics but of well-trained, film and television technicians, who add BALLET to their list of duties, and like ballet, the result is beautiful, and to us at the IPC, inspiring.

Underneath this choreography is an equally perfect idea for promoting an arts and entertainment section of a newspaper. We have included links to both the commercial itself (http://vimeo.com/85523671) and to the making of the commercial (http://vimeo.com/85527061). Both are short, and also, fun to watch.

The Commercial

The Making Of The Commercial