how it's possible to ruin a great thing

here's a spot shot by the amazing michel gondry that was ruined.

when we worked with charlie (michel's editor), he told us how he did it. basically, all the people are given books. when given the signal, the line producer will scream out a page. they each open their books to that page which reveals a number (each book has different numbers). everyone then goes to a cement tile with their number on it. when they get there, an image is formed overhead and they enact whatever's needed.

and then they're given another page and another number and another tile to go to and another image forms.

how cool is that?

anyways, he's amazing, and those title cards just...well, they are what they are. hello, advertising.

'tis a shame.