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E*Trade – E*TRADE: Vision

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R/GA create a head-shifting (literally) optical illusion for trading platform E*TRADE in two new TV ads.

For Vision and Power, production company Brand New School have assembled a team including director Jonathan Notaro and Oscar-winning cinematopgrapher Claudio Miranda. Although Miranda's awards was for the CGI-heavy Life of Pi, in the two ads there is a mastery of practical effects, with the central idea of a camera moving to unveil that the first image we see is hiding another image being created using 1500 ft of wood and 217 hand-made props.


In Vision (above), a man's face shift to turn into the E*TRADE platform, while in Power (which can be seen below,) the platform becomes a stock trading floor.

 

 

For those desperate to know how they pulled off the remarkable illusion, tha brand have also had a behind the scenes vid made which goes deeper into the complex practical effects and prop-making mastery:

 

 

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