To launch Ray Ban’s “Flip Out”, a sunglass series with interchangeable lenses, Paranoid US Director Sophie Gateau directed a mesmerizing promotional spot to showcase the transposable looks. The film is currently featured on Ray Ban’s official website (ray-ban.com/usa/science/flip-out/video).
The creative teams at Ray Ban and Marcel Worldwide/Publicis chose a kaleidoscope theme for the entire advertising campaign, emphasizing the multitude of lens choices. Sophie then collaborated with Art Directors Kele Dobrinski and Nessim Higson to conceive a fresh take on the reflective pattern of a kaleidoscope.
There was no room for improvisation on this highly technical shoot. Sophie worked off detailed animatic tests, preparing each movement beforehand with precise attention. The film was shot in the exact order it is presented. To keep the transitions tight, Sophie shot the actress on a split screen. As the actress reached a new position, a team of stylists made a quick change in her look, before the actress was then placed in the exact same position and reshot.
Backed by Paranoid Design Studio and in collaboration with Marcel Worldwide’s Dobrinski and Higson, Sophie executed the post-production, creating the animation, design and defined transitions in After Effects.
The campaign features a print ad, the website featurette, and an interactive event which launched the new line directly to the consumer. Ray Ban erected a pop-up tunnel in New York City featuring a kaleidoscope installation. Sophie collaborated on this hands-on experience and also shot a mini documentary of the event, which is highlighted on Ray Ban Films’ You Tube channel (youtu.be/dActcMa-42w).
Production Company: Paranoid US
Director: Sophie Gateau
Executive Producers: Claude Letessier, Matej Purg
Line Producer: Matthew Rodriguez
DP: Matt Kliegman
Agency: Marcel Worldwide/Publicis
CD/AD: Kele Dobrinski
AD: Nessim Higson
Senior Producer: George Roca
Film Editor: Emily Spiegelman Producer: Alan Lopez
Head of Production: Charlyn Derrick:
VFX: Paranoid US
Lead Artist: Sophie Gateau
Head of Post: Guillaume Raffi
Music: Beacon Street