California-based digital-effects studio Ring of Fire has put the finishing touches to Heads, an ad showing how a visit to the Getty Gallery in Los Angeles can stay with you long after you step outside the gallery.
For the ad, which was produced by Sleeper Films via M&C Saatchi Los Angeles, the Ring of Fire team had to replace the heads of ordinary Los Angelenos with artworks from the gallery. Heads' overall feel is rather deadpan, as though the replacement of heads with art is nothing remarkable.
Sleeper Films' Peter Martin, who directed the spot, explains: "We wanted Heads to have an observational quality to it, capturing brief moments of everyday life in LA. We felt it was really important that everything in the spot should feel natural and casual so that the only thing out of place was the fact that instead of a regular noggin, everyone's head was replaced by a priceless work of art."
He continues: "We're big fans of almost any American film made in the 1970s and in a lot of those movies, you'd get to see Jon Voight or Meryl Streep or whoever walking down a real bustling city street with real people. They'd shoot the actor with some massive zoom lens from a block away so the people wouldn't notice the camera until they already had the shot. It gave the movies a reality we'd love to see more of and it seemed a fitting way to experience some of the art in Heads."
Click here to watch the spot.