Hell for the 21st cen­tury

Burn­ing up Vis­ual pro­duc­tion stu­dio Salon Alpin has up­dated the cir­cles of Dante’s In­ferno in an at­mo­spheric cin­ema spot for a news­pa­per

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Founded in 2011, Aus­trian vis­ual pro­duc­tion stu­dio Salon Alpin creates a range of work that fo­cuses on good ol’ fash­ioned sto­ry­telling. For Philipp Co­marella, the stu­dio’s co-founder, il­lus­trat­ing a mod­ern, eight-level jour­ney through Hell meant de­liv­er­ing a clear style that car­ried with it sim­ple state­ments.

The dis­tinc­tive new cin­ema spot for Aus­trian news­pa­per Fal­ter is filled with

Jan­uary 2016 con­tem­po­rary trap­pings, from smart­phone jails to fac­tory farms. Luck­ily for Philipp, the cre­ative side was “heav­enly”, as he worked closely with ad­ver­tis­ing agency Jung von Matt/Donau to de­velop a script that sat­is­fied time and bud­getary lim­i­ta­tions.

As a small com­pany, Salon Alpin uses reg­u­lar hard­ware to cre­ate their im­ages. “Frame-by-frame an­i­ma­tion was blocked in Pho­to­shop, then brought into Af­ter Ef­fects for ad­di­tional com­po­si­tion,” Philipp ex­plains. “All par­ti­cles are recorded live ac­tion footage. We ba­si­cally filmed real dust blown into the air by our vac­uum cleaner!”

The spot was cre­ated in two months, and only in­tro­duced colour to ac­com­pany the pa­per’s strap line of ‘Get me out of here’. With the brief spec­i­fy­ing greyscale, the colour scheme was ex­panded af­ter a long dis­pute. “It was the right call to keep it as dark as pos­si­ble, be­cause it em­pha­sises the time­less rel­e­vance of so­ci­ety’s prob­lems,” says Philipp. “How­ever, we added colour later for the print ads.”

Learn more about Salon Alpin and watch Fal­ter In­ferno at

Philipp said he felt in­spired by the work of Ser­gio Toppi and Mike Mig­nola.

Fin­ish­ing an il­lus­trated scene in Pho­to­shop sped up pro­duc­tion.

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