The NEW City Market LA

Originally we were hired to consult on the time-lapse construction film of this enormous project, but the client’s immediate need to inform the public and their investors of their plan lead us down a different path. ¬†Instead we conceived, wrote, and produced this 90 second promo that told the past, present, and future of this historic LA institution. Making use of a treasure trove of archival photos taken over the course of 60 years, the promo flies through the eras into a helicopter shot of the present day. Volumetric projections of the future construction was then composited over background heli plates to illustrate the footprint of the future project.



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