Christie's: The Last da Vinci [image] 2

Credits & Description:

Brand CHRISTIE'S
Entrant DROGA5 NEW YORK
DROGA5 New York, USA Entrant Company
DROGA5 New York, USA Idea Creation
CHELSEA PICTURES New York, USA Production
SECOND CHILD New York, USA Production
David Droga Droga5 Creative Chairman
Laurie Howell Droga5 Creative Director
Toby Treyer-Evans Droga5 Creative Director
Tom McQueen Droga5 Senior Copywriter
Sally-Ann Dale Droga5 Chief Creation Officer
Jesse Brihn Droga5 Co-Director of Film Production
Bryan Litman Droga5 Co-Director of Film Production
Jennifer Chen Droga5 Senior Producer, Film
Isabella Lebovitz Droga5 Producer, Film
Phillip Cheng Droga5 Associate Producer, Film
Kelly Appleton Droga5 Associate Producer, Film
Annie Vlosich Droga5 Associate Producer, Film
Carlos Valdivia Droga5 Associate Producer, Film
Mike Ladman Droga5 Music Supervisor
Tasha Cronin Droga5 Co-Director of Interactive Production
Justin Durazzo Droga5 Co-Director of Interactive Production
Grace Wang Droga5 Producer, Interactive
Cliff Lewis Droga5 Director of Art Production
Rob Lugo Droga5 Director of Print Services
Jonny Bauer Droga5 Global Chief Strategy Officer
Will Davie Droga5 Group Strategy Director
Colleen Leddy Droga5 Head of Communications Strategy
Ben Nilsen Droga5 Communications Strategy Director
Amy Avery Droga5 Chief Intelligence Officer
Anders Hedberg Droga5 Executive Producer, Film
George McQueen Droga5 Senior Art Director
Nadav Kander Chelsea Pictures Director
Adam Beckman Chelsea Pictures DOP
Published: November 2017
Description:
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.
We 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, we 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. We showed exactly how breathtaking this work was by simply not showing it at all.
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.
Entry Summary
The subject of this film is a painting of incredible significance. Only one Salvator Mundi by Leonardo da Vinci exists. And this is the last of the master’s work in private hands. Yet, we opted not to show it. With something of this importance and beauty, it’s hard to communicate the gravity and awe without experiencing it. Sharing the reactions of the general public allowed us to add value for prospective bidders as they saw the wonder and desire with which the world greeted the masterpiece. We knew that buyers would be watching the surrounding press, so, by elevating the painting in the public view, we could show that the world was watching too—increasing the painting’s desirability and sending its value skyward in the lead up to the auction. The film is exactly 4:14 in length as reference to the biblical scripture that describes Christ in da Vinci’s depiction.

Brief Explanation
“The Last da Vinci” is a moving video portrait of people from the eyes of Leonardo da Vinci’s Salvator Mundi painting. The hidden-camera film shows the real-life reactions of all who came to see the lost masterpiece on public display. Painted in divine light, each viewer is delicately framed like Leonardo’s depiction of Christ, mirroring the very artwork they are viewing. The response creates an emotional film—a story of awe, admiration, joy, reverence, sadness and beauty—as people gaze upon the last privately owned da Vinci before its public auction. Set to a track which perfectly matches the emotion and expressions of viewers, as the music stirs, so do the faces. The film never shows the painting itself. Instead, it only showcases the affect the work has on viewers, making the people in its presence the centerpiece of the film and their emotional response the voice.