| Title | COLISEUM |
| Brand | SAMSUNG |
| Product/Service | CURVED UHD TV |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Advertising Agency
|
CHI & PARTNERS London, UNITED KINGDOM
|
|
Production Company
|
PARK PICTURES London, UNITED KINGDOM
|
Credits
| Jonathan Burley |
CHI/Partners |
Executive Creative Director |
| Jonathan Burley |
CHI/Partners |
Creative Director |
| Micky Tudor |
CHI/Partners |
Copywriter |
| Monty Verdi |
CHI/Partners |
Art Director |
| Matt Cresswell |
CHI/Partners |
Agency Producer |
| Stephen Brierley/Claris Harvey |
Park Pictures |
Production Company Producers |
| Nathan Price |
Park Pictures |
Director |
| Ginny Loane |
Freelancer |
Dop Lighting Cameraman |
| Paul Hardcastle/Jonno Woodford/Robinson |
Trim/Fusspot |
Editors |
| Franck Lambertz |
MPC |
Post Production |
| Sam Ashwell |
750MPH |
Sound Design Arrangement |
| Emma Modler |
CHI/Partners |
Art Buyer |
| Gary Simmons |
CHI/Partners |
Account Supervisor |
| Ryan Colet |
CHI/Partners |
Account Director |
| Anthony Cox |
CHI/Partners |
Planner |
| Oliver Egan |
CHI/Partners |
Planner |
| Franck Lambertz |
Freelancer |
Cgi |
Brief Explanation
This cinematic spot finds a modern day father and son in the middle of an ancient coliseum. A baying crowd and gladiators at the command of a despotic emperor surround them. Tension mounts. Then, at the emperor’s signal, the bloodthirsty warriors attack. Just as it seems their days are numbered, the father and son are transported back to their living room where we discover they have been completely immersed in the action while watching their cinematically curved UHD TV from Samsung.
The production was shot over three days in New Zealand, with 350 featured-actors and extras. We were briefed with creating a set akin to the coliseum in Ridley Scott’s ‘Gladiator’, in just four weeks. The mountainous location was tough on everyone - accessible only on- foot and lashed by torrential rain, icy hailstorms and gale-force winds. The crew toiled to preserve the location, cheered on by the massive crowd of extras.
A colourful, bespoke and international look for the cast was achieved through weeks of character and wardrobe design. To add further complexity, the commercial was also one of the first in the world to be filmed in the innovative 4K format, necessitating bespoke camera equipment and unprecedented attention-to-detail.
Creative Execution
Coliseum was one of the first commercials in the world to be filmed in the innovative 4K format. This requires bespoke camera equipment and an attention to detail that recognizes that every detail on camera will be pin sharp because of the nature of the size and depth of the screen resolution.
The production was shot over three days in New Zealand with 350 featured actors and extras cast from the cream of local talent. With its world renown for making epic features, first class crew, and offering unique locations, New Zealand served as a perfect fit for somewhere to take this huge production.
The brief was to create a contemporary coliseum that felt as though it was newly built and had been magically transported to the present day from Roman times. Ridley Scott took six months just to build his coliseum for “Gladiator”. We had to create something completely original but of a similar scale in less than four weeks from conception to being shoot ready. The coliseum was constructed in a derelict quarry in Wiri, Auckland framed by a mountainous terrain that could only be reached by foot.
It was such a vast build, and could be seen from the air whilst coasting over in an aeroplane. With the help of an army of crew battled hardened on ‘The Lord Of The Rings’ and ‘The Hobbit’, this production came to life in a period of time that would put most features to shame.