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Gloria FX

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Ukrainian-American Company Gloria FX Achieves New Level of Creativity with Visual Effects in Historical Coldplay “Up&Up” Music Video

Visual effects company Gloria FX, winner of the MTV Video Music Award for Best Visual Effects in 2015, created the visuals in Coldplay’s music video “Up&Up.” The video became viral, reaching more than 23 million views on YouTube within 10 days of its release. It has been called “the best music video ever” by music video experts.

Los Angeles, CA, June 15, 2016 --( The unique visuals in the music video were directed by Vania Heymann and Gal Muggia. The video features Dali-esque dream sequences, flying turtles, and a big Chris Martin. It took nine weeks to complete. The strongest part of the video is the visual effects, which mix existing footage shot from different cameras, lenses, and time frame speeds.

Almost all of the scenes (about 60 different shots) have some form of visual effects. Some were shot many years ago on film, while others were shot digitally. Extra footage was shot over the course of three days in Kiev, Ukraine, and one day in New York. Separate decorations, rooms, and locations were built for each shot. The concept was flexible, allowing the production process to be creative. Each member of the team participated in generating ideas and improvements. For example, the plate with the oil tanker was originally a plate combined with outer space, but the creators ultimately changed their minds.

Max Colt, executive producer of Gloria FX in Los Angeles, commented, “With this project we achieved the greatest - the possibility to inspire people. All of the greatest things came from crazy ideas first. We have a great comment from a Coldplay fan that can explain what we achieved: ‘Post Production level: BEGINNER>INTERMEDIATE>ADVANCED>COLDPLAY.’ We have done around 400 music videos for the world’s TOP artists: Britney Spears, Marilyn Manson, Eminem, Nicki Minaj, Ariana Grande and others. Usually we have around two weeks for post production, no more. Coldplay and the directors gave us more than 1.5 months, and it was the desire of the band to create not just a music video but a new level of art that can change people and make them think. This is why we made the best that we could and gave that ‘Coldplay post production level.’ It was a dedicated team effort where we felt that everyone wanted to create something different from what we had.”

In August 2015, Gloria FX received an MTV Video Music Award for Best Visual Effects for a clip in Skrillex and Diplo’s “Where Are Ü Now”. Within music video industry Gloria FX considers one of the strongest visual effects companies in the music video world due to its artistic approach to its work and the company’s wise budgeting. The company consists of 60 artists specialized in different areas, including 3D, animation, modeling, and matte painting. Gloria FX’s studio portfolio is not limited to music videos; the company has made more than 20 commercials and several films and trailers for American, Ukrainian, and Russian filmmakers.
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Gloria FX
Max Colt

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