Television commercials are visual palettes in minute form – and visual effects are raising them to a level previously unseen outside cinematic blockbusters. Digit charts the 20 best effects-heavy ads of all time.
Gondry invented this technique, which is now known as ‘virtual camera’. Each scene change uses elements from the previous shot – such as a person’s head becoming a spaceship. However, the ad is most notable as the first use of ‘bullet time’, made popular with The Matrix trilogy of movies, where hundreds of stills cameras take images around a scene in quick succession and are played back as film.
Other Gondry signature pieces include his familiar background projection technique. The ad is referenced in the Spike Jonze movie Being John Malkovich in the chase sequence though Malkovich’s subconscious.