August 12, 2021

Leia's Lume Pad Launches With Explosive Visuals in ‘Breakthrough’ Campaign

Technicolor Creative Studios’ MPC collaborated on the cinematic brand film that mixes fantasy with reality as a couple runs across water and smashes through walls.

Digital technology brand Leia Inc. unveiled their newest product with a cinematic film directed by Emmy Award winner Ulf Johansson. The spot featured on LBB gives an exclusive look at the just launched Lume Pad, the world’s first 3D Lightfield Tablet.

Johansson’s showcase takes audiences on an adventure that twists fantasy with reality, featuring protagonists running on water and breaking through walls in a game of tag, all to Bruno Coulais’ Oscar nominated music for the French movie Les Choristes.

To develop the global campaign, Leia recruited international film production company Smith and Jones, who teamed up with director Johansson, Whitehouse Post, and MPC to bring the explosive ‘Breakthrough’ campaign visuals to life. "Our goal was to make a cinematic storytelling campaign that would break down the cliché of existing high tech company advertising,” says Philippa Smith, executive producer at Smith and Jones.

On the creative concept, she continues: “How to be different amongst those iconic bastions of the 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, visually arresting whilst still being personable."

Adds Kamen Markov, VFX Supervisor at MPC, on working with the director:

“Ulf Johansson’s style is one that relies heavily on achieving the impossible in camera. We were tasked with expressing his vision through photoreal 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.”

Read more about this ‘Breakthrough’ campaign at MPC.