(London, UK, November 9, 2010) --- Najma Bhatti, a lead director at LOVE Commercials and principle at award-winning production company, Square Zero, has just completed work on an innovative TV commercial for the release of legendary rockers, Bon Joviâ€™s, Greatest Hits album. The spot, which was conceived and created by Bhatti, is produced by LOVE Commercials with the post production, animation work and CGI provided by the team at Square Zero. The commercial celebrates the bandâ€™s momentous career and draws on its broad fanbase and universal appeal. Filmed in New York, the TVC features Bon Jovi performing in a series of different rooms which represent eras in the bandâ€™s evolution, executed by shooting against a green screen, allowing them to be composited into the different scenes, each rich with detail to represent the diversity of the bandâ€™s catalogue. Jon Bon Jovi pauses in each room to sing a different track. When he enters the final room, the walls suddenly rise up becoming relay screens and the whole space transforms into a fan-filled stadium. This final scene was shot using a combination of green screen and a 3D stage setup placed in existing crowd footage that was multiplied and layered to create a sense of scale. In order produce shorter international versions, Jon Bon Joviâ€™s walk was timed and synchronized to generate a modular piece, allowing footage from each room to be joined together in different orders. Square Zero then handled the CGI-heavy commercialâ€™s animation and post-production process. â€œBon Jovi is one of rockâ€™s most legendary bands, and has influenced generations of music lovers. We wanted the commercial to represent the journey and re-invention the band has made along with its huge fanbase, symbolized by the different rooms and culminating in a huge event to echo the Greatest Hits,â€? said Najma Bhatti, Director, Square Zero. â€œWorking closely with LOVE Commercials, who coordinated the shoot, we used cutting edge CGI to produce the stadium scene finale. Creating a flexible collection of completed footage was also key during the post production process, so it could be arranged and reordered as required. We were delighted to be invited to work on this project, using our technical expertise to stamp a mark in rock history. â€? The Bon Jovi â€“ Greatest Hits TVC was directed by Najma Bhatti, an award-winning director at SquareZero whose previous projects at the company include the acclaimed â€˜Nothing is Impossibleâ€™ hologram for the 20th Saatchi & Saatchi New Directorsâ€™ Showcase at Cannes Lions 2010. It was exec produced by Andy Thackery for Love Commercials, produced by John Lathan for Love Commercials and edited by Nathan Perry Greene at Cut and Run. DOP was Russell Griffth and the Lead VFX artist was Jonson Jewell for SquareZero.
About Square Zero
Square Zero specialises in 3D production, live holograms, live action and animation music promos, and virtual reality technology. Credits include the â€˜Nothing is Impossibleâ€™ holograms for the 20th Saatchi & Saatchi New Directorsâ€™ Showcase at Cannes Lions 2010, the Frank Sinatra Hologram for Simon Cowellâ€™s 50th birthday party, 3D stereoscopic content for Burberryâ€™s London Fashion Week show and a Vauxhall Astra interactive commercial for TRO. Square Zero has also recently won a Gold IVCA Award in the External Interactive Media category, for their groundbreaking work on the launch of the new Vauxhall Astra â€“ a 360 degree Virtual Reality Experience and interactive viral campaign.
About LOVE Commercials
Love opened its doors in Londonâ€™s Soho at the end of 2003. They have since built up a flourishing roster of both commercial and promo directors providing dependable and diverse directing talent, covering everything from classic live action, beauty, comedy, special effects to animation, graphics and digital media. The company has become an industry hotbed for nurturing and developing innovative new talent, under the creative guidance of founding director and Bafta winner, Philip DupÃ©e. Love has been able to work across all media platforms, creating commercials and content for many leading brands such as Smirnoff, Canon, Sony Playstation, Orange, Volkswagen, O2, D&G, Prada, YSL, MTV, P&G Beauty, Puma and Bacardi. Love has a strong vision for the future and plans to continue to deliver best in class work to a strong client base.