James Allen News Center

Starting tomorrow, James Allen is launching its new commercial in select theaters in California (CA) and Minnesota (MN).

The amazing commercial, which features 3D dancing rings performing scenes from Swan Lake, is an artistic achievement for both James Allen and Brio Animation studios.

Earlier this year, Brio Animation Studio was commissioned to produce a commercial for James Allen. The intent of the commercial was to creatively convey the concepts of love, passion, romantic spirit, beauty, elegance, sophistication and class… all within a thirty second framework. After multiple brainstorming sessions, which included a viewing of Disney’s Fantasia for inspiration, the Swan Lake classical ballet concept came to life.

In the commercial, life-like rings mimic ballet sequences from Swan Lake. The rings dance across the screen in 3D and perform ice skating sequences, transitioning from darkness to light in a beautiful and dazzling display. At the climax of the commercial, all the James Allen rings fall to the floor, except for the lead engagement ring. The commercial is scored to the original classical version of Tchaikovsky’s Swan Lake.

The biggest challenge in creating the commercial was giving human characteristics to rings, which are inanimate objects. With the use of sophisticated modeling techniques, advanced digital effects and lighting, Brio Animation succeeded in giving human qualities and movements to the rings. The dancing rings become characters in their own right, that viewers can emotionally connect with.

James Allen’s Dancing Rings commercial is a breakthrough in product animation, and a fun and engaging display of creativity and adventure. Look out for it at your local theaters this month.