To promote the new mobile phone, LG dLite, Sophie Gateau, of Paranoid US, directed a playful music video to showcase the phones character-based digital display. The video, via DOJO SF, tells a classic love story to the track, “White” by electropop artist, LIGHTS. The campaign features a website, the video, and other interactive elements. Using the LIGHTS’ track as a basis for the pixelated boy meets pixelated girl storyline, Sophie created a 3.5 min animated piece. Sophie utilized her CG and motion graphic background, for the LED narrative. Sophie collaborated with Paranoid Design Studio’s Lead Artist Vincent Rogozyk to first develop the story as an animatic. This solved the production challenge of finding a way to duplicate a few phones to appear as if they were in mass. Utilizing motion control to shoot the available 45 pre-production models , Sophie shot twenty passes--moving the phones along in each pass. The Paranoid Design Studio team then assembled the passes, tracked animated characters and environmental drawings, and composited them into the scenes. The LED look was then finished on Flame by Paranoid Design Studio VFX Artist Seb Caudron. DOJO Executive Creative Directors, Geoff Edwards and Mauro Alencar, share why Sophie was handpicked for the project. "Sophie has a unique way of creating a relationship between the audience and the story. Her work is personal and feels like someone is talking directly to you," said Edwards. "The combination of her willingness to collaborate with us and LIGHTS made Sophie the right choice for this program,” added Alencar. The video is airing on www.dLitebyLG.com Title: LG dLite Brilliant Together Client: LG Electronics Assoc. VP, Consumer, Trade & Insights Marketing: Tim O’Brien Agency: DOJO Executive Creative Director/Partner: Mauro Alencar Executive Creative Director/Partner: Geoff Edwards CFO/Partner: Jeremy Brown Art Director: Chris Masse Copywriter: Michael Leibowitz Senior Producer: Annie Uzdavinis Partnerships: Audrey Santamarta Production Company: Paranoid US, Los Angeles Director: Sophie Gateau Executive Producer/ Partner: Claude Letessier Executive Producer/ Partner: Cathleen O'Conor Head of Production: Matej Purg VFX / Animation: Paranoid Design Studio, Los Angeles Head of Post Production/Producer: Guillaume Raffi Lead VFX Artist: Vincent Rogozyk VFX Artists: Michael Tavarez, Jahmad Rollins, Derek Hansen, Andrew Cook, Naime Perette, Joe Ball, Maggie Balaco, Alexandre de Bonrepos Production Assistant: Julie Amalric Track: “White” by LIGHTS Mix: Lime Santa Monica, CA Mixer: Sam Casas Asst. Engineer: Jeff Malen Executive Producer: Jessica Locke Color: New Hat Santa Monica, CA Colorist: Bob Festa www.paranoidus.com www.facebook.com/paranoidus