Prime Focus London

Dolce & Gabbana - Dancefloor

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In ‘Dancefloor’ the legendary promo director, Hype Williams, takes his trademark white letterbox technique to a whole new level for kings of fashion Dolce&Gabbana. Hype Williams was briefed by Dolce&Gabbana to bring his pumping promo style to a commercial for the D&G label’s new watches. Rather than leaving his white letterbox as empty space, Hype decided to use the area to showcase additional D&G products and styling, thus instantly doubling the commercial’s branding. The result is a sexy, strobing, super-styled 30-seconds worth of film where the beautiful people – and their glamorous timepieces – begin to interact with the stylish letterbox. Prime Focus London MD and VFX artist, Simon Huhtala, used Flame to cosmetically perfect the director’s footage and create the many international versions. Superficially, international re-versioning may not seem complex… but on this occasion it was. The UK version proved to be a double-whammy headache in that it needed re-editing, re-conforming and re-lighting according to UK rules on flashing and safe transmission areas.

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