OK if this tech works as shown in the video it’s pretty amazing. There is no word on pricing or a launch date, just summer of 2016. It’s a pretty interesting concept, although I’m not sure why they don’t have a smartphone app to launch at the same time as this. An app just makes so much sense since the dictionary could update in the background, and the translation algorithms could be updated as well. Plus people always have their phone with them, and this is one more thing you have to carry. None the less, the translations shown in the video seem pretty remarkable, and apparently more accurate than any translation app I have on my iPhone. As for the marketing, the video is just bizarre and even though it has been seen by over a million people, ili has been forced to post an update that makes me question it. If everyone in the video is an actor and an actress it makes me think the whole thing was scripted and rehearsed, which sort of invalidates the results. Hmmmm I guess we will just have to wait and see.
Produced at New Land Directed by Gustav Johansson, this spot for EF International Language Centers takes you on a fifty year journey across continents, through fashion and technology trends, and shows how learning a new language has changed over the years. The learning component is subtle, and takes a bit before it really sinks in, but when it does the message resonates. The commercial has a really nice look to it moving from vintage to current without feeling forced. The look of the spot feels right through out. The vintage color grading and post treatment work because you are being taken on a journey across a period of time, rather then being something added because it is a current trend, or in-style fashion. One of the things that I love about this spot is that there is hardly any dialog spoken, and it uses a series of supers to effectively tell the story and help transition the viewer across the five decades. Really nice work.
Directed by Gustav Johansson
D.O.P: Evan Prosofsky
Typography: Albin Holmqvist