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Istanbul ‘Inspiring City’ advert

Agency: Nola Pictures

Client: Istanbul Tourism

Working via production studio F-Stop Istanbul, Nola Pictures' Chris Hartwill has directed a 90-second spot promoting Turkey's largest city as a 2010 European Capital of Culture.

The commercial packs the entirety of Istanbul's art, architectural, religious, industrial, and social history and vibrancy into a thrilling sequence of just over a minute and a half.

‘The Most Inspiring City’ begins with a globetrotting, sailboat-bound couple staring in stunned awe as they approach the city's soaring minarets in the hazy sea spray of dawn.

The ensuing narrative weaves the couple's explorations of Istanbul's dynamic museums, religious monuments, shopping, and nightlife with soaring panoramas of the city's towering skyscrapers, blazing superhighways, towering bridges, frenzied pedestrian plazas, beautiful green hills, and endless bodies of water.

The result is a portrait of a bustling city of affluence and excitement, with centuries of life colliding to produce an unmatchable epicenter of world culture.

To capture the awesome scale of the city, Hartwill shot day and night, from a helicopter and on the ground, burning through 100 cans of 35MM film.

"I wanted to portray Istanbul as a city of history and progress, friendship and adventure, great natural beauty and stunning human architecture," Hartwill said.

"Conveying the spirit of such a rich cultural center in such a short film was challenging on many levels, but the pros at F-Stop came up with great creative solutions, and Cut and Run London did a phenomenal job cutting the heaps of footage."

The campaign will run in several other countries in 2010 as part of a comprehensive worldwide print, TV and Internet campaign promoting the city's yearlong cultural designation.

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