Commercial director Randy Roberts likens his latest work to a wedding cake. Viewers might think it's a DeMille-like human pyramid.
Roberts' creation, an ad for radio station KCRW-FM currently playing at independent movie theaters, features an elephant, a grand piano and 150 dancers, musicians and circus performers of diverse ethnic backgrounds tapped to represent Los Angeles.
"The concept is that music and dance transcend culture," explains Roberts, whose visual effects company, Rhythm & Hues, produced the ad pro bono.
The ad, which took a year to conceive, began screening in January and will run through the end of the year. Shot on a soundstage in four days, it opens on a screen filled with colorfully costumed performers. As the camera moves upward -- spanning six tiers -- the imagery appears to be one continuous take, courtesy of computer-enhanced technology. The ad ends on a rotating globe with the KCRW logo, before briefly returning to a wide shot.