Jooz.tv Commercial. HD version here.
Now, after almost two months of production I’m posting this commercial. Ami Tamir, the founder of Jooz.Tv was impressed by my work and wanted something different then he would usually get from others. So he browsed through our work and asked for a commercial that has a look and feel like ‘NY’s People‘ but with a website animation like in the Moriah promo we did a year ago.
So we shot the thing in Tel Aviv and Jerusalem asking people in the street what they think for them is love, spirituality, friendship etc. It was very interesting how differently people responded so differently. I wanted to capture their faces and their immediate surrounding that we would find them in. A face speaks so many languages. That was one reason I didn’t want to show the people actually talking. It would have taking away from the magic of this facial language. Humans focus very much on human faces and eyes and what they express. The goal was to attract secular people to Jooz.Tv in order to have them brows through dozens of videos that bring up discussion and ask questions about what spirituality is and why we are here.
I used for this production my Canon 7D camera and a 50mm 1.4 lens in order to get a shallow depth of field. I think its important that the viewer is able to focus entirely on the face with as little distraction as possible from the background. The timelaps shots were done with a zoom lens and my favorite compact camera the Panasonic Lumix LX3.
I was looking actually for some music but returned to a piece of music from my beloved band Sigur Ros from Iceland. I edited the music so it would fit the climatic feeling that it builds towards the end. I think I used four different songs throughout the clip and cut them together. As you know music for me is very important and I think I benefited very much from my former classical music education.
If you like Sigur Ros’ music you can get it here.