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Published on Nov 17, 2010
Made by Alex Roman, maker of The Third & The Seventh. Entirely made on computers, not a second of actual footage! 'DEM LEMONS IS FAKE!
When we first saw Alex Roman's The Third&Seventh over a year ago, everyone was stunned by the photorealism of his CG worlds. With his latest commercial work, a spot for Grupo Cosentino's Silestone brand countertops, Roman once again shows his passion for cinematography, lighting and texture.
Although this spot is 100% CG, the beauty of the shots distract the viewer from this amazing fact. Each composition is elegantly balanced: light counterweights dark, chaos challenges order. The sparse soundtrack creates a sense of lightness and wonder, and we are invited into a world that seems so real, so tangible, that we fully accept the glass-like shattering of grapes and peppers.
It almost doesn't matter that the spot is purely digital. Sure, it's an eyebrow-raising footnote, but Roman is simply using the tools he knows best to tell his story. He just happens to be pushing the envelope of commercial CG production while he's doing it.
Title: 'Above Everything Else' Agency: N/A - direct client Client: Grupo Cosentino Product: Worktop Brand: Silestone Production company: The Mushroom Company Director/DoP/Art direction/Post/Editor: Alex Roman Original idea/Concept: Alex Roman Additional CGI: Juan Ángel García Martinez Music: ZipZap Music