From Love To Bingo
Getty Images - Website, TV, webvideo
Issue 24 | September 2012
Agency
AlmapBBDO
Creative Team
General Creative Directors: Marcello Serpa,Luiz Sanches Creative Directors: Marcos Medeiros, Andre Kassu, Renato Simoes Art Director: Marcos Kotlhar Copywriter: Sophie Schoenburg
Production Team
Producer: Paranoid BR Executive Producer: Egisto Betti Directed by: Cisma, Marcos Kotlhar Animation: Split Filmes, Marcos Kotlhar Soundtrack: Kito Siqueira Editor: Jonas Brandao Finisher: Split Filmes
Other Credits
Media: Paolo Camossa Junior Account Services: Christina Chacon, Marina Leal Approval: Renata Simoes
Date
April 2012
Background
Copywriter Sophie Schoenburg and art director Marcus Kotlhar spent six months researching images in the Getty archives, developing a script scene by scene using actual images. Some ideas worked on paper but the images did not match well enough up to provide the right sense of animation.
Idea
The team started with the promise that Getty Images is so rich and varied that you can tell any story you want simply by delving into their archives.
873 images were chosen from among the many thousands researched which, viewed together at 15 images per second, become an animated 60-second film telling the story of love, birth, life, dreams and rewards.
‘From Love to Bingo’ is exactly that, still photos strung together to tell a story. And every photo found within the Getty library.
Results
Two and a half million views on YouTube in the first two months.
Our Thoughts
This idea is a tribute to the incredible patience and thoroughness most creative people have when it comes to ensuring that the execution is as good as the original concept. The idea of doing a sort-of flipbook animation using only Getty images was the easy bit. Making it work would have been hard but Marcos Kotlhar and Sophie Schoenburg stuck at it for twenty six long weeks and the result is a delight.
Still, Michelangelo lay on his back for three and a half years to paint the roof of the Sistine Chapel. That’s the trouble with ideas. They won’t give you any peace until you have done your best to make them look a little like your original vision.