Advertising for exhibition of Jacques Tati’s photographs - YellowKorner
The “chain” of photographic galleries YellowKorner (70 galleries in the world), in partnership with Les films de mon oncle, exposes from april 16th to june 14th 2014 nine photographic prints extracts from films of Jacques Tati :
- Big Day (1949).
- The holidays of Mister Hulot (1953).
- My uncle (1958).
- Playtime (1967).
To advertise and showcase the exhibition, I realized the film announcement in French , English, 16/9 version and vertical version (for broadcast on the screen outside the Parisian gallery).
It seemed to me that that could be important and fun, in addition to the development of photographic prints for sale, was to take this an opportunity to offer the viewer a different vision, depth, of film clips of Jacques Tati.
I did place each of the nine sequences, which ends with a photographic flash at the moment chosen for the photo. Thus, it makes real sensitive, movement above the still image. There is a magic in this sequence here, because an image usually carries a time out of field, which is totally imaginary , while there, its out of field is made real. I hope this film can help bring the viewer a new facet of the photos, concrete.
The framing question
This arrangement posed a agonizing problem : the external display, as you can see in the photo, has vertical proportions (when the films are in the horizontal direction). But, the film announcement was to exist in 16/9 horizontal format, for broadcast on plasma screens in places and on the internet. How then to the vertical version ? Put huge black bars at the top and bottom of the picture ? No, because the picture would the be very small on the external screen. Distort images so they fit in the frame ? No way ! Finally, I opted for cropping, ie you can not see the whole picture, but the crop is chosen such that feels that the film is larger than that one sees. It works, I think.
Three versions of the film
- 16/9 French version.
- 16/9 English version.
- Vertical French Version.
Titles and frames have been completely reworked for vertical version.
2D Animation
The beginning of the film ad is made with 2D animation tool (Adobe After Effects) from the vector elements and ideas of the designer of YellowKorner.
Photographs
You can see below the 9 selected photographs. You may also notice that it is each time frames (ie one from the film itself picture), except for the photo from “Big Day”, which is a photo taken on stage.
Jacques Tati movie ad photo exhibition - YellowKorner (vertical version for outside screen)
Jacques Tati movie ad photo exhibition - YellowKorner
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