“Dance” — Ads We Didn’t Skip
Ad: “Dance” for Southern Comfort
Agency: Wieden + Kennedy New York
Why: Frankly, they had me at the ‘70s film look. I’m such a sucker for retro grading. Then they added a deadpan dude with amateurishly funky dance moves. Who could resist?
Though very little else happens — other than Senhor Amarelo leaving the frame and returning with a glass of SC on the rocks — the slow pace lets you savor the details, including the irresistible soundtrack (“Estrelar” by Marcos Valle).
Will I buy what they’re selling?: My last experience with Southern Comfort culminated with me passing out in the bathroom in a Sid Vicious costume, but that was ten years ago. This ad made me sit back and enjoy the awkwardly mesmerizing dance that is life, and introduced me to a lost gem of tropicalia. I feel kindly toward a brand that does that. In appreciation, I may revisit its beverage again. At the very least, I’ll watch the rest of the ads in the series.
Bonus points! Check the company’s hilariously on-brand responses in the comments.
— Jon (@ccmxl)
How to create a Doodle Dissolve transition with RoughAnimator
We challenged ourselves to find a way to use color to transition between two totally different clips. By connecting the clips with doodles, the end result is a powerful and playful visual. By drawing on the actual video with a pencil the transition became all about the creative approach to the connection – resulting […] Read more
7 Filmmaking Trends We Spotted at Sundance 2019
Our Art Director Sara Jean Hughes shares some filmmaking trends she spotted at the 2019 Sundance Film Festival last week. Films About Adolescence After Eighth Grade swept awards season following its Sundance debut in 2018, there were many films this year that chronicled the nature of growing up. These included Big Time Adolescence, Share, […] Read more
Contributor guest post; Meet Gene Sung
Hello, my name is Gene and I’m an LA-based DP and Director. Dissolve very kindly let me write a blog post on some of my projects, so here it is. The first clip above is my Demo Reel, I DP’d pretty much all of it and directed a fair bit. Of course, like many […] Read more