Adrian De Sa Garces Directs a Time Lapse for Liberty Retirement
In Liberty’s latest commercial, FoxP2 Johannesburg and Velocity director Adrian De Sa Garces unveil Agile, the first retirement annuity in SA that can guarantee your retirement income regardless of what happens to the markets.
But how do you capture, in 60 seconds, a retirement unaffected by the forces that influence the markets? And without reaching for the time-honored cliché of showing an elderly couple, happily trimming rose bushes or holding hands on the beach?
Having shot the previous time-lapse Liberty commercials with Adrian, FoxP2 knew he was the man for the job. The storyboard challenged Adrian to show a couple in the process of planning their retirement, while surrounded by the actual stock market, but also by the forces that affect the markets.
But why stop there? Why not have the couple in real-time, while the events around them are sped up using a time-lapse technique to condense the passage of time?
Adrian’s vision for the project required a special rig to be flown in from London. The impressive Titan arm is the longest motion controlled arm in the World. The lens height measures 8.5 metres, but was extended to almost 10 metres for this shoot.
Adrian collaborated extensively with post-production house, Lung, to develop a “pre-vis” which determined the timing and exact movement of the Titan arm leaving little to zero room for any errors.
The ad was meticulously brought to life over a period of three months. The end result is a highly detailed commercial that is distinctively Liberty and a powerful portrayal of the Liberty Agile promise: that no matter what happens to the market, retirement planning can become retirement knowing.
Account Manager: Eric Sibanyoni
Art Director: Alan Lewus
Client Servicing: Lynda Fiebiger
Copywriter: Nerine Gardiner
Creative Agency: FoxP2 Johannesburg
Creative Director: Morne Strydom
Executive Creative Director: Grant Jacobsen
Producer: Kate Campbell
Music and Sound
Composer: Robert Schroder
Music Production: Rob Roy Music
Edit Company: Left Post Production
Editor: Saki Bergh
Post Production / VFX
Visual Effects: Lung Animation - Arri
Art Director : Naobie Noisette
Director: Adrian De Sa Garces
DOP: Jamie Ramsay
Executive Producer: Karen Kloppers
Producers: Karen Kloppers, Lisa Gardner
Production Company: Velocity Films
Category: Finance/insurance , Pension and retirement
Genre: Visual VFX