Alessandra Ferri was the youngest ever principal dancer at The Royal Ballet. Thirty three years later, she is now dancing with her younger self thanks to hologram technology in a new ad for No.7.
The ad, created by Musion Events, a brings one of the world’s most iconic ballerinas, Alessandra Ferri, dancing alongside a younger holographic self.
This was also the first mainstream TV commercial directed by BAFTA-nominated Tom Harper, of BBC War & Peace fame.
Sourced from an archive Royal Ballet performance of Romeo and Juliet, the younger Ferri leapt and pirouetted across the stage before vanishing into thin air.
Ian O’Connell, Director of Musion Events Limited, said, “We have spent over two decades creating incredible holographic performances, yet none have had such elegance and style as this commercial. We are honoured to help deliver such a powerful advert that encapsulates everything positive about Ferri, her dancing and the brands involved. Seeing Ferri dance on stage alongside her teenage self is an experience only our technology can produce.”
This performance, choreographed by award winning Wayne McGregor, created by advertising agency Mother and production company Tomboy Films.
They worked alongside Musion Events Limited and content producers, Four:55, to create the commercial.
Over 450 hours went into the production of the first ever moving camera rotoscoping to create the holographic content.
Thanks to advanced filming and projection techniques pioneered during the shoot, the team overcame a number of technical challenges to create the commercial. These included identifying a suitable original performance, the use of tracking cameras during the shoot, balancing motion blur, adjusting image sharpness and general colourisation.
The commercial for No7 Lift & Luminate Triple Action Serum first aired on the 16th April 2016 during ITV’s Britain’s Got Talent and it will air over 1000 times in the UK and Ireland over the next two months.