The Jupiter Drawing Room (Johannesburg) has become the first South African advertising agency to utilize the Lustre 2K process at The Video Lab which allows for superior images on cinema commercials - an imperative when you're viewing Leanne Liebenberg in lingerie.
The technique was used on the agency's two new Temptations cinema commercials which were shot by Adrian de Sa Garces from Terraplane.
Temptations is a recently launched intimatewear brand that aims to have 14 stand-alone stores in major shopping centres in Johannesburg, Durban and Cape Town by the end of the year. South African model Liebenberg features in the brand's launch campaign currently on TV, cinema and print.
Santa Asbury, Head of TV and Radio at The Jupiter Drawing Room (Johannesburg), says: "The reason why we went this route was purely due to the subject matter. We wanted the images of Leanne in lingerie as crisp and sharp as possible when shown on cinema screens. It was an interesting learning curve and a very exciting process. The end result should open up the opportunity for a higher quality finish of cinema commercial for the whole industry."
