EP+Co., Director Reiff Team On Pixel Showcase For Lenovo YOGA 910 Notebook
This one-minute spot for the Lenovo YOGA 910 notebook--created by EP+Co. (formerly Erwin Penland), directed, shot and edited by Manfred Reiff and produced by JH Artist Group--uses grains of rice to represent pixels in a visually impressive demo of what 4K resolution looks like on the new Lenovo YOGA 910.
The voiceover reveals that standard definition screens have 350K pixels, while HD screens have 2 million pixels. While the voiceover is explaining this, we see a team of black-clad artists in a studio starting to assemble a rice sculpture on a flat white platform, similar to how Tibetan monks create Buddhist sand mandalas. As the spot progresses, we see they’re creating a giant eye--paying off the copy line that, with the YOGA 910, “you can see every last detail.”
Client Lenovo Agency EP+Co. John Cornette, EVP; R.G. Lacandola, associate creative director; Mikael Kriisa, sr. art director; Jimmy McDonald, copywriter; Danny Miller, VP, director of content production. Production JH Artist Group Manfred Reiff, director/DP/editor; James Hendershot, exec producer; Ron Heard, line producer; Megan Caponetta, art director, prop stylist.
Recent SHOOT News Stories
Recent SPW Releases
The Motion Picture Sound Editors (MPSE) today announces presenters for the...
For the first time, the annual Make-Up Artists & Hair Stylists Guild (...
The One Club for Creativity, global peace organization PartnersGlobal and...
Full-service production company Spittn Image and founding EP Melissa...
Dalet, a leading provider of solutions and services for broadcasters and...