Pekka Hara is in a spin for Intra-Cellular Therapies

This deceptively simple spot entitled Our Circle For Intra-Cellular Therapies And Hill Holliday required the use of the only circular motion control rig in the world supplied by Pacific Motion Control. In one sweeping circular camera move that lasts the full length of the film Pekka deftly introduces new characters and environments that seamlessly work in combination with the voiceover. This required weeks of meticulous planning, pre-visualisation and the construction of an enormous LED set. The resulting effect is a brilliant piece of communication all wrapped up in a circle.