For a new installment of the Music Never Stops campaign for MTV, Loducca creates an animated sequence in the medium of.. balloons.
The spot, directed by Dulcidio Caldeira out of Paranoid Brazil, is a stop motion animation, with each balloon acting as a frame.
Some production facts and figures on the project:
Balloons were fastened onto a 200 meter long rail, and lined up via laser guide. To achieve a moving picture effect, 10 balloons had to be popped per second, or 600 balloons per minute. It took nearly 24 straight hours to shoot the multiple takes needed.
The spot will air on MTV and in movie theaters in Sao Paulo and Rio de Janeiro.