How a human touch brought magic to a stunning ad campaign.
Isobel creative director Rob Fletcher considers what the Colliderscope project taught him...
01. Never say never
If I can't see how to do things, I tend to think they can't be done. But this project reminded me that, not knowing how to do something, doesn't mean the same thing. There are always people out there who will find a way, or know somebody who will find a way.
02. Persevere toward the goal
Suddenly you think you've got the perfect take, and then someone goes, 'The sun wasn't spinning'. But you know that at some point it will all come together, and cross your fingers. I don't know why it does, but it does. Eventually it just works.
03. Concept versus reality
When you put a lot of jewellery together in a clump, it looks cheap, like something from a pantomime; it doesn't look like Tiffany. I learnt that quite quickly. Something that is beautiful in your head doesn't necessarily convert well to film.
A motion-controlled camera was used to replicate angles
Old-fashioned mechanics replaced CGI
The final machine was 13 feet tall
The Colliderscope is built from pipes, cogs, bike wheels and other miscellaneous hardware
