'THE DROP' SCI-FI VIDEO ADVERTISING
commissioned by the Pharmacy Master Degree program / University of Ferrara
written and directed by Lucien Moreau / ESMA Creative Studio
'THE DROP' was commissioned to our team at ESMA Creative Studio by the Pharmacy Dept. of the University of Ferrara. They were searching for a fresh idea in order to obtain a promotional innovative video campaign aimed to young students. Right after being involved in the project, we came up with the idea of building up a very short sci-fi epic film, specifically the story of a future pharmacist, selling and sharing the universal knowledge within a single drop of a mysterious medicine, the final medicine, capable of healing the spirit – not just the body. We strongly wanted to connect the background vision of 'The Drop' to sci-fi landmark movies, such as Blade Runner, The Matrix, Ghost In The Shell. As well, we wanted to root our vision into the sci-fi literature history: here and there the viewer can find references to George Orwell's 1984, Aldous Huxley's Brave New World, Ray Bradbury's Fahrenheit 451.
The whole video was shot at the historical Navarra-Bragliani Pharmacy, which at the actual moment is preserved in its entirety inside the Pharmacy Dept. of the University of Ferrara. Originally located in the very heart of the city of Ferrara, right in front of the Estense Castle, this pharmacy served as a set for the historical film 'The long night of '43', by Florestano Vancini, adapted by Vancini, Ennio De Concini and Pier Paolo Pasolini from a short story by Giorgio Bassani.
It was a great honor for me and my team to be able to transform such an important and amazing place into a futuristic Blade-Runner-ish drugstore, where 'the drop' is dispensed as a all-healing remedy for the inner body, or the third eye. As said, we tried to build up a connection thread from Aldous Huxley's 'The Doors of Perception', through Philip Kindred Dick's mind bending worlds, to a glimpse of George Orwell's '1984'. Always keeping in mind the inextricable relationships between body and spirit, occidental and oriental, past and future. We asked ourselves: is it possible to conceive the fictional existence of a 'drop' able to trigger a psychophysical reaction similar to the experience of the buddhist enlightenment? And if it's possible, wouldn't this 'drop' be the ultimate remedy? Finally, as a metaphor for the University master degree program, the mind blowing knowledge of 'the drop' is given to the learner by the master (the pharmacist), which represents the essence of the ancient alchemists. The message is: to open your eyes, you need to open your mind; to open your mind, it's essential to open your heart first.
The composition of make-up and music, as well as for sound design, was a fundamental step in order to achieve the sense of unity between characters, places and mood. We chose blue, purple and pink as dominant colors, along with neon nuances, following up our vision of a virtual-enhanced cyberpunk future.
'THE DROP' won the Best Video Clip award at the 2nd ed. of Ferrara Film Corto festival.
The official statement is as follows: 'This very short video clip shows how even 'on commission' (it's a video to promote a master's degree program) it is possible to realize, even with the help of special graphic effects, a pharmaceutical and imaginative product that combines the past with the present and also the future. A successful message of cohesion between past and future, with very beautiful and refined photography, scenes and costumes'.
[Jury: Paolo Micalizzi / Andrea Sorrentino / Silvia Giulietti / Cesare Bastelli / Gaia Benassi]
Credits
A project by Eugenio Squarcia / Alex Gezzi
Written and directed by Lucien Moreau
Cast: Friedrich Cané, Anh Tu Tran, Alex Gezzi
Make-up design and costumes: Tobias Tran
Music, sound design and visual effects: Lucien Moreau
A project by Eugenio Squarcia / Alex Gezzi
Written and directed by Lucien Moreau
Cast: Friedrich Cané, Anh Tu Tran, Alex Gezzi
Make-up design and costumes: Tobias Tran
Music, sound design and visual effects: Lucien Moreau
Cinematography and editing: Eugenio Squarcia
