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Christie's: The Last da Vinci by Droga5

Agency: Droga5
Client: Christie's
Date: Nov 2017
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Christie’s partnered with Droga5 to create a special project that would bring the world’s attention to the significance of what was happening - the sale of the last Leonardo da Vinci. 'The Last da Vinci' was brought back into the public eye by sharing the emotional story of how the world responded to seeing this very private painting on public view.

Droga5 did this by focusing on what it is that makes the masterpiece a masterpiece, and what makes artworks like this so special. Rather than celebrate the image itself, they turned the camera around and captured the emotion of those who came to see it - in the most real and human way.

The painting was placed on display and as the world looked on, Leonardo looked back. The end result? A moving film crafted from hidden camera footage that documents real emotional reactions of visitors and showed the impact this piece of art history has on us as we look upon it. The film also includes a special Instagram component via @thelastdavinci. The painting sold for the highest price of any artwork ever, at $450m.

Credits

Client: Christie’s

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Directors: Laurie Howell, Toby Treyer-Evans

Senior Copywriter: Tom McQueen

Chief Creation Officer: Sally-Ann Dale

Co-Directors of Film Production: Jesse Brihn, Bryan Litman

Senior Producer, Film: Jennifer Chen

Producer, Film: Isabella Lebovitz

Associate Producer, Film: Phillip Cheng

Associate Producer, Film: Kelly Appleton

Associate Producer, Film: Annie Vlosich

Associate Producer, Film: Carlos Valdivia

Music Supervisor: Mike Ladman

Director of Integrated Production Business Affairs: Jocelyn Howard

Co-Directors of Interactive: Tasha Cronin, Justin Durazzo

Producer, Interactive: Grace Wang

Director of Art Production: Cliff Lewis

Senior Art Director: George McQueen

Associate Director, Art Production: Bianca Escobar

Producer, Print: Nichole Katsikas

Director of Print Services: Rob Lugo

Associate Director, Print Services: Riely Clough

Producer, Print: Rose Mahan

Retouching Manager: Michelle Leedy

Retouching coordinator: Michael Mockler

Retoucher: John Clendenon

Graphics Studio Manager: Virginia Vargas

Graphics Studio Coordinator: Nereida Valles

Studio Artist: Joseph Barrile

Studio Quality Control Manager: Lisa Bishai

Studio Quality Control Specialist: Susanne Johansson

Studio Quality Control Specialist: Hoyu Yiu

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Will Davie

Strategist: Daniel Wenger

Head of Communications Strategy: Colleen Leddy

Communications Strategy Director: Ben Nilsen

Chief Intelligence Officer: Amy Avery

Group Account Director: Alex Woods

Account Director: Lauren Tomlinson

Account Manager: Sherry Cao

Project Manager: Hillary Jordan

Client: Christie’s

CMO: Marc Sands

Co-Chairman, Post-War, Contemporary Art Loïc Gouzer

Business Coordinator, Post-War Contemporary Art: Louise Makowski

SVP, Global Marketing Director: Marissa Wilcox

Marketing Manager, Post-War Contemporary Art: Anita Martignetti

Production Company: Chelsea Pictures

Director: Nadav Kander

DOP: Adam Beckman

Executive Producer: Pat McGoldrick

Producer: Jon Dino

Editorial: Cut and Run

Editor: Gary Knight

Assistant Editor: Natalie Kasling

Executive Producer: Lauren Hertzberg

Senior Producer: Eytan Gutman

Producer: Marcia Wigley

Telecine Company: 3

Executive Producer: Alexandra Lubrano

Colorist: Tom Poole

Conform: Jogger

Executive Producer: Yukio Lytle

Flame: Matt Dolven

Flame: Joseph Grosso

Music

Composer: Max Richter, Song - On the Nature of Daylight

Sound: Sonic Union

Mixer: David Papa

BTS Photographer: Paul McGeiver