Live the language

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Live the language

EF Intl. Language Centers Created by EF Intl. Language Centers PRO

- - - September 10, 2014 - - -

Celebrating 50 years – Live the language.

EF Education First celebrates 50 years with its 8th film in the award-winning 'Live the language' series of online commercials. In this latest film, the EF student heroine not only travels to several countries, but also through time.

Once more, EF has turned to director Gustav Johansson, who had his big international breakthrough with the initial ‘Live the language’ series in 2010-2011. Typographer Albin Holmqvist is also on board again with gorgeous typographic designs inspired by the different time periods.

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- - - September 10, 2014 - - -

Celebrating 50 years – Live the language.

EF Education First celebrates 50 years with its 8th film in the award-winning 'Live the language' series of online commercials. In this latest film, the EF student heroine not only travels to several countries, but also through time.

Once more, EF has turned to director Gustav Johansson, who had his big international breakthrough with the initial ‘Live the language’ series in 2010-2011. Typographer Albin Holmqvist is also on board again with gorgeous typographic designs inspired by the different time periods.

New on the team is the acclaimed Canadian director of photography, Evan Prosofsky, who used five different cameras to capture the typical cinematic style of each decade from the 1960s to today.

The film was produced by Stockholm-based New Land Film. All live action scenes were shot in August 2014 in Madrid and Valencia, Spain, while the studio scenes were filmed in Stockholm, Sweden.

DIRECTION & STORY
Director Gustav Johansson uses his unique way of storytelling to capture the story of a girl who travels abroad in 1965 to study with EF – and just keeps travelling. She studies English in London and Los Angeles, French in Paris, and Spanish in Barcelona while mysteriously travelling in time from the 1960’s to today. She arrives at the EF schools, makes new friends, and keeps “living the language”. And there is one guy who keeps popping up everywhere she time-travels ….

TYPOGRAPHY
Wherever the heroine goes, she communicates in the local language and picks up new vocabulary – illustrated with gorgeous artifact-style typography by Albin Holmqvist.

PHOTOGRAPHY
Director of photography Evan Prosofsky used five different cameras to capture different cinematic looks: the 35mm film Arriflex 435, the digital Arri Alexa and Canon 5D, the vintage style Sony Hi8 film, and DVCAM tape cameras.

STUDIO SCENES
In the film, studio shots of the actress are laid over twelve different vintage footage scenes to create the illusion of time travel. She seemingly moves around, first at an airport, then in 1960s London, 1970s Paris, and 1980s Barcelona. The digital compositing work was done by Frost VFX.

SCRATCH-AND-BURN EFFECTS
The ‘Live the Language’ effects with scratches, grains, burns, and film roll-outs were created by visual effects studio Goodmotion.

MUSIC
The story is accompanied by the ‘Live the language’ theme song, taking the viewer on a journey through time from the swinging 60s to today’s electronica. This time, music producer Petter Winnberg rearranged EF’s original music track, which originally was arranged by Magnus Lidehäll.

EIGHT FILMS, PRODUCED IN THREE ROUNDS
The first four “Live the language” films shot in Paris, London, Barcelona and Beijing were launched in November 2010. In spite of a near zero media budget, the films became a massive hit in the design blogosphere and social media, and received numerous awards.

The next three films from Los Angeles, Vancouver and Sydney were launched in September 2011. Following the same concept, the new films featured enhanced color graphics, enhanced sound effects – and new vocabulary to learn.

The eighth and latest ‘Live the language’ video was launched in September 2014 to celebrate EF’s 50th anniversary as a language school.

CREDITS:

* DIRECTOR AND EDITOR: Gustav Johansson - gustavjohansson.com
* DIRECTOR OF PHOTOGRAPHY: Evan Prosofsky - evanprosofsky.com
* TYPOGRAPHY & GRAPHICS: Albin Holmqvist - albinholmqvist.com
* EXECUTIVE PRODUCER: Erik Torell, New Land Film
* LINE PRODUCER: Joel Rostmark, New Land Film
* MADRID UNIT PRODUCER: Laura Soto, Primo Madrid
* POST SUPERVISOR: Jonas Wessman
* VISUAL EFFECTS: Frost VFX - frostvfx.com
* ROLLOUT AND GRAIN EFFECTS: Goodmotion - goodmotion.se
* GRADE: Nordisk Film Shortcut - se.nordiskfilm-shortcut.com
* MUSIC REARRANGED BY: Petter Wessman
* MUSIC SUPERVISOR: André Brink, Universal Music
* SOUND: Stopp Post Production - stopp.se
* MAIN ACTORS: Sofia Wedin as the girl and Gustavo Bermudez as the guy.
* CLIENT: EF International Language Centers - ef.com
* EF PROJECT MANAGER: Mats Ulenius

ABOUT EF
EF Education First, the world leader in international education, was established in 1965 with the mission to open the world through education. EF specializes in language schools, academic degrees, educational travel abroad and cultural exchange. The company’s study abroad division is called EF International Language Centers - ef.com

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