"GRAVITATION" / Director's Cut 

DIRECTOR: LAUREN INDOVINA / PRODUCTION COMPANY: PSYOP

“GRAVITATION” DIRECTORS CUT WATCH AGAIN

ABOUT

I like to think of the brands in advertising as the Florentine Medici's in 15th century Italy: Here's our idea, here are funds, make something beautiful.

Such was the case with Capital One "Gravitation". The excellent creative team at DDB enlisted us to transform their metal card into an art brand film. It was a wonderful collaboration led by their team saying in so many words "Hey guys, we have a metal card. How cool. What do you think?" Then we said "Oh my god. That's amazing. A card made from metal. We love you. Let's figure this out.”

We decided on a hybrid technique of live action and CG to create something visually arresting and unusual. This process was complex, but fun combining ferro fluid, iron filings, magnets, that pin thing from the 90's you could buy at Spencers Gifts, and an incredible lens provided by our fantastic DP. Capital One went with our choice band, Phantogram, and the spot was aired on TV with their hypnotic track “You Don’t Get Me High Anymore.” Our team learned that powerful magnets are way more powerful than you think, and ferro fluid doesn't love being left out under lights for any longer than a few seconds. But who doesn't love beautiful mistakes. 

WATCH CAPITAL ONE’S “GRAVITATION” AIRED AD

CREDITS
AGENCY: DDB
CLIENT: CAPITAL ONE
DP: EARNESTO LOMELI
MUSIC: PHANTOGRAM “YOU DON’T GET ME HIGH ANYMORE”
DIRECTOR’S CUT MUSIC: PHANTOGRAM “RUN RUN BLOOD”