In the films, available at http://www.ef.com/livethelanguage, director Gustav Johansson uses his unique way of storytelling to capture the stories of three different students who travel abroad to study with EF – in Los Angeles, Vancouver and Sydney. The films portray students as they arrive at their schools, make new friends, and begin “living the language”. Everywhere they go they communicate in the local language and pick up new vocabulary, illustrated with gorgeous artifact-style typography by Albin Holmqvist.
The photography by Niklas Johansson beautifully depicts the feelings and emotions from unexpected camera angles, capturing the quirky details that make the stories personal. Shot on location with Canon 5d and 7d dSLR cameras, the footage was treated by visual effects studio Goodmotion to create a “scratched and burnt” retro feel. The resulting visual story is accompanied by the “Live the language” theme song, remixed differently for each destination. The song is also integrated into the story, for example, when the student in Sydney plays it on her guitar at a beach party.
“Everybody loved the first films, so of course we chose to work with Gustav and the other creatives again. These films capture the feeling of studying abroad with EF and living the language every day”, says Mats Ulenius who managed the project at EF.
Lolo Uggla, the producer at Camp David, added: “It was great to work with EF, because they gave us the creative freedom that resulted in these gorgeous films. And of course, a study abroad program makes for great film material.”
The first four “Live the language” films shot in Paris, London, Barcelona and Beijing were filmed during the summer of 2010 and launched in November 2010. They weren’t backed by any impressive media budget, but became a big hit in the design blogosphere and in social media. One year later, the films have won recognition in several competitions and are still being talked about as groundbreaking commercials. Millions of people have watched the films online and on Twitter alone, they are still tweeted over 4000 times per month.
The three new films from Los Angeles, Vancouver and Sydney were filmed during the summer of 2011 and launched in September 2011. Following the same successful concept, the new films feature enhanced color graphics, enhanced sound effects – and new vocabulary to learn.
Watch the films: http://www.ef.com/livethelanguage
Client: EF International Language Centers http://www.ef.com/livethelanguage
Production Company: Camp David Film AB http://www.campdavidfilm.se
Director: Gustav Johansson http://www.gustavjohansson.com
Director of Photography: Niklas Johansson http://www.niklasjohansson.com
Typography: Albin Holmqvist http://www.albinholmqvist.com
Visual Effects: Goodmotion http://www.goodmotion.se
Producer: Lolo Uggla
EF Project Manager: Mats Ulenius
Read more about the films and their creators on Vimeo: http://www.vimeo.com/groups/livethelanguage