Elevate – Rise
We were approached by Elevate, a luxury travel and lifestyle company passionately committed to delivering the very best experiences for their members, an elite demographic consisting of ultra-high net worth individuals. Elevate was looking for a video that would be emblematic of their new company, a piece that would be visually compelling and evocative while also strategically on-brand. The video would first appear at Elevate’s launch party in Los Angeles for select members of the service industry that manages the lives of the rich and famous – personal assistants and lawyers, along with business, talent and estate managers.
Directed by Craig Kirkham, our creative solution was an incredibly evocative video, just under a minute in length, that transmitted both the adrenaline rush associated with globe-trotting and the discovery of new experiences in tandem with an almost hypnotic sense of aesthetic arrest and repose. The video accomplished this dual feat by employing, as transitions, quick-cutting edits of alluring high-end footage – private jets, snow capped mountains, thoroughbred horses, and so on. Each rapid fire transition led directly to an animated tableau, shots that consisted of overhead perspectives of exquisitely arranged tabletops, each themed with a single word: exclusive, elegance, excellent and excitement. These painterly set pieces were not entirely still, though, as each was enlivened by subtle movements that were animated into the frame: a dice roles, a diamond drops, the minute hand of a gold watch ticks by.