Mat Maitland's Visual Feast for T-Galleria

Not To Scale and Big Active’s Mat Maitland have collaborated on a visually arresting campaign for fashion and luxury specialist agency, AR New York. The campaign features six evocative films all utilising Mat’s signature illustrative style, for the Airport retailer T-Galleria’s International Duty Free Shopping Boutiques in collaboration with the Burberry, Chopard, Ferragamo, SKII, Coach and Longines.

On the success of Mat’s much celebrated work that involves a bricolage technique, this was a great opportunity to further his fashion and commercial portfolio working with supermodel Karen Elson and an international brand. Not To Scale’s transatlantic offering made the production process seamless, with a green screen shoot managed by the Not To Scale production team in New York and then picture edit, animation and compositing taking place at the London studio, before being sent back for final versioning with the team at Not To Scale’s New York studio.

The production serves as in interesting case study on how a celebrated image-maker known primarily for his work with stills can neatly segue from Art Direction into commercial Film Direction. The trust placed by Big Active’s Greg Burne and Mat Maitland in letting a likeminded creative studio such as Not To Scale’s hold the reigns to help guide him through the process is an interesting collaborative model, that may well be adapted by other illustration agencies who are increasingly being asked if they can also provide moving image content.

Mat Maitland said of the project “Most of my career to date has been about creating campaign concepts and imagery for music and fashion clients. I'd been looking for the right opportunity to broaden into motion, so when Kenzo approached me in late 2012, I jumped at the chance. The result, ‘Electric Jungle’, was a lo-fi fashion film and was really successful, getting 200K + hits and creating a lot of interest. This opportunity was a chance to develop a more commercial project with more complex deliverables, a much bigger budget as well as directing a famous model in Karen Elson. Luckily, years Art Directing photo-shoots for music campaigns at Big Active had given me the experience and confidence to equip me as a Director.

This project also gave me the chance to work with Not To Scale on all parts of the production. The fact that they are set up in both London & New York made the logistics of the shoot and post achievable and pleasurable. The end results have surpassed my expectations and have a level of finish that represents another leap forward for me.”

Credits

AGENCY: AR New York

CCO: Raul Martinez

ECD: David Israel

Director of Client Services: Jason Garcia

CD: Martin Sandberg

Executive Producer: Helaina Buzzeo

Sr Business Affairs Manager: Diane DeLisa Executive Producer, Broadcast: Carol Stevens Sr Account Director: Kristal Herr

Account Supervisor: Acme Wu

CLIENT: DFS GROUP LTD

President Consumer Marketing and Branding, DFS Group (a Division of LVMH): Sibylle Scherer

Senior Vice President, Branding and Creative at T Galleria/ DFS (a Division of LVMH): John Gerhardt

Big Active:

Director: Mat Maitland

Executive Producer: Greg Byrne Producer: Alastair Coe

LIVE ACTION PRODUCTION: Not To Scale New York

Managing Director/Executive Producer: Santino Sladavic Line Producer: John Gomez

AD: Dave Betances

Production Supervisor: Carrie Bornstein

Production Coordinator: Louis Simonelli DP / Stills Photographer: Rob Kassabian 1st AC: Frank Larson

DIT: Mariusz Cichon

Photo Assistant: Jon Dennis



Digital Tech: Alonzo Maciel Gaffer: Yusuke Naito

Key Grip: Chan Jeon

Production Designer: Lou Asaro Stylist: George Cortina

Style Assistant: Jamie Waxman Groomer: Jillian Halouska

Hair: Garren (no last name listed) Makeup: Fulvia Farolfi

Stills Photographer: Brendan James VFX Supervisor: Andreas Berner Office PA: Brooke Snyder

Nails by Sheril Bailey (via Jed Root)

ANIMATION & POST PRODUCTION: NTS London

EP: Daniel O’Rourke

Producer: Janet Smith

Production Manager: Kelly Ford Studio Manager: Tom Cullen

Post Supervisor: James Littlemore 3D: Laurence Dodd

Compositer: Marko Perendija

MPC (Colour):

Colorist: Adrian Seery

Colorist Assistant: Daniel Silverman Producer: Dana Bloder

NTS New York:

Smoke: Shawn King

2D Compositing: Preston Brown, Vinh Chung

OTHER:

Studio: City Stage

DP Agent: The Wall Group

Composer/Sound Designer : Tristan Bechet