Top Spot of the Week: Director Ulf Johansson, MPC Team On "Breakthrough" Game of Tag For Tech Company Leia

Digital technology brand Leia Inc unveiled its newest product with a cinematic brand film directed by Ulf Johansson via production company Smith & Jones with visual effects from MPC. The “Breakthrough” spot shows an elaborate wall and ceiling-busting game of tag while providing an exclusive look at the Lume Pad, 3D Lightfield Tablet from Leia. 

The adventure twists fantasy with reality, featuring protagonists breaking through walls and running on water, all to Bruno Coulais’ Oscar-nominated music for the French movie Les Choristes. 
 
Philippa Smith, executive producer at Smith & Jones, said, “Our goal was to make a cinematic storytelling campaign that would be break down the cliche of existing high tech company advertising. How to be different amongst those iconic bastions of industry? It had to have heart, soul and humanity. We wished to make a tale that was rooted in reality with a twist of the surreal, whilst tantalizing the imagination of the audience to suspend belief and join us on a journey of inspiration. It had to be relatable but different, visual arresting whilst still being personable.”

Kamen Markov, VFX supervisor at MPC, said, “Ulf Johansson’s style is one that relies heavily on achieving the impossible in camera. We were tasked with expressing his vision through photo-real visuals that alluded to the breakthrough nature of Leia’s technology. By crafting shots entirely in CGI and weaving in subtle VFX details, we were able to achieve the sense our actors were truly running on water and breaking through walls.”