for the Giger Museum
The commercial was the concept of Swedish director Johan Renck of Exposure Films, and was filmed in Trona, a 150 miles from Los Angeles, California. Giger's concept sketches were brought to life in post-production by UK visual effects company, The MILL, whose excellent 3D animation team modeled and textured the train, to show signs of use, and to carry the scars of a well-worn piece of heavy industrial machinery. The 60 second Levi's spot is a fast paced and gripping, combining the latest techniques in post production to further push the boundaries of believability. Giger also designed the saddle she is riding but, unfortunately, it can't be seen, very well, in the commercial, since they are selling Levi's, not saddles. The train itself is, also somewhat, obstructed by the plumes of smoke, but they are not selling Giger trains, either. But, somewhere down the track, we might!
The commercial was aired internationally on MTV and VH1 and in movie theaters. In the USA, it was pulled from broadcast a few weeks after it premiered in July 2003, after complaints from a train safety lobby.
based on his work no. 217: ELP I (Brain salad surgery)
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