AMF: The Smile
Forsman & Bodenfors reveal the reason behind Mona Lisa's enigmatic smile in this tongue-in-cheek spot for pensions provider AMF.
Credits
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- Agency Forsman & Bodenfors
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Credits
powered by
- Agency Forsman & Bodenfors
- Grade MPC London
- Editing Company Chimney Stockholm
- Visual Effects Chimney Stockholm
- Location Service Icon Films
- Editor Gregers Dohn
- Director of Photography Rasmus Videbck
- Art Director Evelina R?nnung
- Copywriter Jacob Nelson
- Director Tomas Jonsgi?rden
- Producer Magnus Akerstedt
- Colourist Jean-Clement Soret
- Composer Laurent Perez Del Mar
- Sound Designer Frippe Jons?ter
- Production Designer Serban Porupca
Credits
powered by
- Agency Forsman & Bodenfors
- Grade MPC London
- Editing Company Chimney Stockholm
- Visual Effects Chimney Stockholm
- Location Service Icon Films
- Editor Gregers Dohn
- Director of Photography Rasmus Videbck
- Art Director Evelina R?nnung
- Copywriter Jacob Nelson
- Director Tomas Jonsgi?rden
- Producer Magnus Akerstedt
- Colourist Jean-Clement Soret
- Composer Laurent Perez Del Mar
- Sound Designer Frippe Jons?ter
- Production Designer Serban Porupca
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For 500 years, the world has wondered what lies behind the Mona Lisa's enigmatic smile: now, a tongue-in-cheek campaign for pensions provider AMF reveals the surprising reason.
Created by Forsman & Bodenfors, the spot, set in 16th century Florence, imagines a Renaissance tableaux in which artist and inventor Leonardo da Vinci is attempting to coax an expression from his favourite (but po-faced) sitter. 'You know it's payday today,' he says, casually. 'And from now on I'm going to set aside extra money on top of all your salaries.' Everyone in the room holds their breath. And then, finally, there it is: the slightest upward twitch of the mouth. Who knew?
The spot was directed by Tomas Jonsgården through Reform Films.
"Connections
powered by
- Agency Forsman & Bodenfors
- Editing Company Chimney Stockholm
- Grade MPC London
- Location Service Icon Films
- Production Reform Film
- Visual Effects Chimney Stockholm
- Colourist Jean-Clement Soret
- Copywriter Jacob Nelson
- Director Tomas Jonsgården
- Director of Photography Rasmus Videbæk
- Editor Gregers Dohn
- Producer Magnus Akerstedt
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