Ukrainian-American Company Gloria FX Created Visual Effects for Historical Coldplay "Up&Up" Music Video
Los Angeles, May 30, 2016 (Newswire.com) - Visual effects company Gloria FX, winner of the MTV VMA 2015 for "best visual effects," created the visuals in Coldplay's music video "Up&Up." The video became viral, reaching more than 23 Mio views in the first 10 days, and has been called "the best music video ever" by many experts.
The unique artwork was directed by Vania Heymann and Gal Muggia. The video features Dali-esque dream sequences, flying turtles and a Lilliputian Chris Martin and took nine weeks to complete. The strongest part of the video is the visual effects. Almost all of the scenes (about 60 different shots) were created with a mix of existing footage shot from different cameras, lenses and time frame speeds. Some were shot many years ago on film, while others are digital. Extra footage was shot over the course of three days in Kiev, Ukraine, and one day in New York with motion control to make implementation into the existing images possible. Separate decorations, rooms and locations were built for each shot. The concept also wasn't fully fixed. The production process was creative, as each member of the team participated in generating ideas and improvements.
Max Colt, executive producer of Gloria FX in Los Angeles, commented, "With this project we achieved the greatest—the possibility to inspire people. All of the greatest things came from crazy ideas first. We have a great comment from a Coldplay fan that can explain what we achieved: 'Post Production level: BEGINNER>INTERMEDIATE>ADVANCED>COLDPLAY.'
Max Colt, Executive Producer Gloria FX
Max Colt, executive producer of Gloria FX in Los Angeles, commented, “With this project we achieved the greatest — the possibility to inspire people. All of the greatest things came from crazy ideas first. We have a great comment from a Coldplay fan that can explain what we achieved: ‘Post Production level: BEGINNER>INTERMEDIATE>ADVANCED>COLDPLAY.’ We have done around 400 music videos for the world’s TOP artists: Britney Spears, Marilyn Manson, Eminem, Nicky Minaj, Ariana Grande and others. Usually, we have around two weeks for post-production, no more. Coldplay and the directors gave us more than 1.5 months, and it was the desire of the band to create not just a music video but a new level of art that can change people and make them think. This is why we made the best that we could and gave that ‘Coldplay post production level.’ It was a dedicated team effort where we felt that everyone wanted to create something different from what we had.”
In August 2015, Gloria FX received an MTV Award for "best visual effects" for a clip in Skrillex and Diplo’s “Where Are U Now” in which Justin Bieber participated. Gloria FX is considered one of the strongest visual effects companies in the music video world due to its artistic and creative approach to its work and wise budgeting. The company consists of 60 artists specialized in different areas including 3D, animation, modeling and matte painting. Gloria FX’s studio portfolio is not limited to music videos. It has made more than 20 commercials and several films and trailers for American, Ukrainian and Russian filmmakers.
Source: Gloria FX
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