Adidas Goes Crazy Light. Sigur Rós Conducts a Musical Film Experiment


The Mill L.A. Captures Never-before-seen NBA Footage and a Unique Performance by Transformers’ Shia LaBeouf

Last Updated: June 23, 2012 3:04 am GMT
(June 23, 2012) Short Story by Sigur Rós

Innovative Icelandic phenomenon Sigur Rós brings a provocative concept to the making of music videos. The band’s new album, Valtari, features the work of over 12 filmmakers and artists, each with an original concept and style, named “The Valtari Mystery Film Experiment". Short “Fjogur Piano” stars Shia LaBeouf, directed by Alma Har’el. VFX by The Mill L.A.

Close collaboration between director and The Mill turned an overwhelming 80 shots into a magic sequence of wind, water and electricity. “Alma [Har’el] didn't want the effects to overpower the performers, but rather enhance the mood of the film,” share The Mill 2D Lead Artists Sarah Eim & Tara Demarco. “It was refreshing to work on such a beautiful art project.”

Har’el and The Mill take the viewer on an unforgettable journey scored by haunting Sigur Rós melodies. It is the short story of a man and a woman locked in a never ending cycle of addiction and desire slowly losing their ability to separate themselves from each other:

Other artists and directors in the experiment include: Nick Abrahams, Arni & Kinski, Ramin Bahrani, Melika Bass, Inga & Lilja Birgisdottir, Sarah Hopper, Clare Langan, Henry Jun Wah Lee, Ryan McGinley, John Cameron Mitchell and Dash Shaw.

Adidas Boasts NBA Chops at Zero Gravity

Can a shoe be lighter than air? Crazy! Or it is just Adidas Crazy Light. Fantastic creatives by 180 LA and VFX by The Mill L.A. showcase five NBA teams featuring Adidas’ latest sport shoe revolution. Snoop Dogg Instagram of the campaign gives high praise to gear and CGI alike: “Crazy. Light. Adidas.”

A combination of shoe animation tests and arena previz inspired the Mill L.A. team to create unique cinematic camera angles with virtual spaces and ground breaking plate shoot techniques.

Five NBA arenas, Boston, Chicago, Miami, San Antonio, and Oklahoma City were captured by a small photo crew gathering stills then either camera projected in CGI or manipulated in Nuke to create virtual stadium shots and camera moves.

At Oklahoma the team employed a mini helicopter camera set-up, flown around the arena to gather never before seen footage. Getting a very expensive rig airborne needed some stealthy skill from the camera team, whose hearts stopped on more than one occasion, and truly pushed them to their limits.

The Mill L.A. new space also provided a unique advantage: with just five weeks to create five commercials, hosting the entire production team under one roof meant seamless integration.

"What I think makes these spots standout is pure creative simplicity, resembling a music video or movie trailer rather than a standard TV spot,” shares Executive Producer Stephen Venning, at The Mill L.A.

Oklahoma City:
San Antonio:

About The Mill
Founded in 1990, The Mill has earned an unsurpassed reputation for excellence in delivering seamless visual effects and content. Their passion for innovation draws in groundbreaking directors, creative agencies and visionary brands, who trust them to bring their ideas to life. Their clients include AMV BBDO, AT&T, BBH, Coca-Cola, Guinness, JWT, Nike, McCann, Ogilvy & Mather, Publicis and Wieden & Kennedy. Prior awards won by the company include an Academy Award as well as BAFTAs, EMMYs, Cannes Lions, British Arrows, D&AD pencils and honors from the Visual Effects Society (VES).

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