Jasmin Jodry Directs Commercial for Philips' New Pioneering Lighting Technology

Electronics company Philips brought in commercials director Jasmin Jodry of th1ng to create a film to promote its pioneering Philips Lumalive technology, a new innovation that emanates colorful dynamic animations on textile products.

The film called "Human Synthesizer" aims to explain Lumalive technology that lets users transform textile products like garments into communication platforms via integrated multicolor light-emitting diodes (LED).

Jodry's execution is based on the idea that physically visualises an original bespoke music score, an unforgettable slab of electronic by DJ Scanone, accompanying the film. In doing so, it features four groups of dancers: bass, drums, melody and mid grooves that act as instruments.



The dancers are dressed in Philips latest garments enabled with LED's showing how the technology can convey emotions and messages in practice. The garments emanate geometric animations carefully choreographed with each instrument group and dancers' movements.

LED Animation and choreography is also directly linked to the track and based on the same geometry.

Mixing live action with graphics, Jodry shot the dancers at the Black island studios in London with two Sony EX1's HD cameras. She used After Effects to create initial LED animations and Final Cut to edit before compositing in-house at th1ng.

"My idea was for the dancers to visualize an instrument where every motion, tilt of the head or flick of the wrist acts a catalyst to the graphics which burst out of the their garments, or radiate across the floor and in the background in time to this powerful, almost hypnotic beat," says Jasmin Jodry, commercials director, th1ng.

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