London is encouraging tourists to visit it during the autumn season with an enticing trailer promoting the city's cultural "highlights," narrrated eloquently by spoken word poet L.A. Salami.
The ad was created by London & Partners, the Mayor's promotional company for London, and The Brooklyn Brothers, and is part of a campaign titled "London Is Open," launched in July after the new Mayor, Sadiq Khan, took office.
The film, directed by Joe Connor at chief, matches the poetry with a gorgeous montage of shots of the city, often filmed from an unexpected viewpoint. While viewers will recognize well-known London icons such as the Tower of London and St. Paul's Cathedral, they're shot from unusual perspectives. The camera lingers close-up shots of the Tate Modern's new "Switch House" extension and the film projection-maps cultural performances onto the fronts of well-known buildings.
George Bryant, founding partner at The Brooklyn Brothers said: "We shot the film in a way that frames and looks at these London iconic buildings in different and fresh ways. By using projections on the buildings we hope to bring the inside out, sharing a new perspective and opening up their contents to all. Moreover, you'll see that we go under arches and through a number of gates -- specifically to evoke the feeling of inviting people in. London is officially open and we wanted the film to communicate that in subtle ways."