Air France’s ad L’Envol – a wonderful showcase of the ‘Seventh Art’

We’re noted fans of cinema here at LondonNet as regular readers will know. But like a lot of cinema buffs we’ve grown weary of all the fancy computer generated imagery that comes with your average Hollywood fare.

Once in a while though you’ll still get a classy cinematographer who learnt his skill the hard way, without chips and circuit boards. Chances are s/he’ll be French, after all in France cinema is considered to be more than just popcorn pushing – it is an art form in its own right. The ‘Seventh or Septième Art’ to be precise.

Which brings us to this beautiful Air France advert you might have seen on TV already. In true ‘Septième Art’ style there are no computerised special effects in cinematographer Stéphane Fontaine’s short. Instead the film, shot in the desert near Ouarzazate, Morocco, used a 400 square metre mirror which only reflected the sky and the dancers.

The result – L’Envol – sees Benjamin Millepied and his dancing partner Virginie Caussin “deliver a poetic metaphoris” in an elegant, dare we say reflective piece, rounded off with music from the adagio from Piano Concerto No. 23 by Mozart.


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