Brief
Create an institutional video with an artistic approach to illustrate the construction process of the French Pavillon (Shanghai World Expo 2010).
Answer:
We wanted the video to show both:
1/ the huge workforce implied in the elaborate building process
2/ the luxury feel of the completed building
The movie starts by crossing the whole Expo site still under construction to reach the uncompleted rooftop of the French Pavilion. 6 months later, the movie continues from the very same location, when the building is completed, fancy and crowded.
We composed fast tempo minimal electro music to emphasize the rapid pace of the video.
Result:
The video was used as a teaser at the entrance gate of the pavilion where people were queuing to enter.
The video was exhibited for 1 month in the VIP salon of the French pavilion on 2 vertical flat HD screens.
Besides the video, a touring photo exhibition was organized in 8 “Alliances Françaises” in China (sponsored by Canson China). Here are 4 of the 12 photos exhibited. The one of the pavillion at night (here below) was also printed as the cover of the official magazine of the French Pavilion (600.000 copies).
Credits:
- image: blank
- sound: blank
- design: blank
