Antiestático Reveals How They Created a Mobile Phone Domino Show for Telefónica Group
Antiestatico has released a new piece for Telefonica Group in partnership with Dhélet Y&R that focuses on bullying and it's wider effect on our society.
They have submitted a short case study that outlinesthe origin of the project and the behind the scenes work that went into creating it.
Read below to discover more about the project and what went into making it from the production company themselves.
All the productions make us responsible for a message, but the our work Dominó for Teléfonica Group has made us feel proud.
It was a production with a social purpose and a message of respect is nowadays not only important but a necessity. A simple and globally recognised game such as dominoes becomes a simple and effective message, a very easy metaphor that illustrates bullying and its effects in society.
Together with Dhélet Y&R and Institutional Marketing and Brand area of the Telefónica Group,we faced a series of important challenges. First of all, we wanted the mobiles to be real, not 3D generated. How could we get so many mobile phones? Moreover, how would we get them to stand up when by its design it is impossible? And most importantly, how could we make all this installation look beautiful? Thanks to Movistar and its suppliers, we were able to get more than 2,000 mobile phones for the shooting. Thanks to the creativity of the art team, we were able to add a clamp device to each mobile to put it on its feet.
Behind this spot, there is a very talented and hard working team. Hernán Zubizarreta leading the production team, the direction of Luis Germanó and his well known visual beauty, and our DoP Dani Meré, Helena Ruiz who founded a spectacular location, the technique of the crane / hot head of SystemGrip, David Echeverria and his steadycam, Javier Garrido in sound. And last but not least, the 3D Cubic team that managed to make a great post production is a very short time.
Thanks to the involvement and commitment of the Antiestatico team, led by Matías Dumont as Executive Producer, we managed to deliver great quality with a very tight budget. We also would like to thank Dhélet Y&R for the opportunity, and the great and talented DGC Nino Goldberg.
And after weeks of hard work, “Domino “was born. A sinuous row of mobiles overturned one by one, demolishing the next with the speed of social network. The route of this mobile line allows us to visualize not only the speed of the expansion of a message, even if it’s false, defamatory or cruel, but it also gives us a unique perspective: messages can be unstoppable.
We will never forget the floor of Secondary Cervantes Institute where we filmed this spot. Full of mobiles, forming chains that seemed to be lost between columns and corridors. Somehow, each member of Antiestatico, Dhélet Y&R and Telefónica Group, as a team, placed each one of those cards.