We heralded the return of TV and moving image in 07 – and 2008 appears to be no different with some new super strong film creative emerging already.
The Sweet Shop and Publicis Mojo are leading the charge with their new mega-project for Schweppes. The Schhh film festival will be showcasing 5 short films aimed squarely at an adult audience, exploring adult themes and the nastier elements of human nature.
The brief for the project was to reposition Schweppes as a soft drink for adults. The creative team behind the project (Nick Worthington, Karl Fleet and Tony Bradbourne) explored the uncomfortable truth that if you wanted to make ads that truly spoke to adult viewers ‘you wouldn’t be able to play them on TV’. As a result a clutch of sophisticated, creative and interesting short films were born, rather than a constrictive set of watered down TV ads.
Integrated further into the brief was the concept of the ‘schhhh moment’: a motif in the short where a character holds their fingers to their lips miming ‘schhh’ (or shhh) - this cleverly created a backbone of suspense where a TVC could be directly lifted from each short and shown on the box if needs be.
Interestingly this ‘schhhh moment’ was the only prerequisite that the series of films had to encompass. Complete creative control was handed over to the pool of talented directors and cinematographers hand picked by Sweet Shop – we think that you will agree that this mixture of client trust and freedom to create seems to have reaped brilliant results and is something that we at The Reel are celebrating with fierce gusto We can only hope that this production model will be repeated by more forward thinking and clued up brands in the near future – as confidence in your brand and creative team seems to produce innovative and spectacular results.
The 4 finished films ‘Consequence’ by Noah Marshall, ‘Finders Keepers’ by Melanie Bridge, ‘Jet Black’ by Kezia Barnett and ‘Magnifique’ by James Pilkington are all featured in the forthcoming issue of The Reel - which will be winging its way to subscribers in the next week. But never fear - if you cant wait that long for the taste of a Schhh moment - here is the snazzy trailer to whet your appetite!
Thursday 17 January 2008
Schhhh.... There's a new bunch of films to watch...
NewsReel 17/01/08
Some people adhere to the old adage that 'no news is good news' but we don't agree with that, so we're back and better than ever. Remember to keep sending in all your adland news - even if it is just shameless self promotion - and we'll do our best to feature it here. Please send all press releases or anything that could fall under the banner of news to sam@thereel.net. Happy new year to you all!
Would you Adam & Eve it?!
Naked's Jon Forsyth has joined James Murphy, David Golding and Ben Priest as the fourth partner of the brand-spanking new agency due to go live on 21st January. The name has come from their belief in utilising a talent pool, bringing people together for 'amazing things to happen', rather than simply announcing their intent to start making babies - hopefully. We look forward to featuring the first Adam & Eve creative that makes it onto The Reel.
Would you Adam & Eve it?!
Naked's Jon Forsyth has joined James Murphy, David Golding and Ben Priest as the fourth partner of the brand-spanking new agency due to go live on 21st January. The name has come from their belief in utilising a talent pool, bringing people together for 'amazing things to happen', rather than simply announcing their intent to start making babies - hopefully. We look forward to featuring the first Adam & Eve creative that makes it onto The Reel.
Star-dust's spangled banner
The sustained media campaign for Microsoft’s Zune player has given us some creative gems, like the inimitable ‘Masks’, but US bi-coastal production company Stardust have created something slightly different. They were charged with the task of making a 15-second video piece for the famous 20-foot ‘Geoffreytron’ LED billboard that sits above Toys ‘R’ Us in New York’s Times Square. Newly formed San Francisco agency T.A.G commissioned the artwork that challengingly required music and sound to be represented visually and has also been used in print and online banner ads.
More Troublemakers
Paris and London-based production company Troublemakers.tv launched last year with an impressive roster of directorial talent working in innovative ways with a combination of live-action, 2D and 3D animation and 2008 sees two new exciting directors added to their stable.
Filmmaker, motion designer and ‘spatial reconstructionist’ Scott Pagano has worked with a range of notable musicians, including American trance legend BT and guitar strummer Christopher Willits, applying his dynamic mix of cinematographic and synthetic imagery. His work has already been screened at international film festivals and on MTV.
Jerusalem born Jonathan Vardi has not long graduated from Tel Aviv University. He produced and directed his first video independently for the Canadian indie band Stars, gaining recognition by sending them a copy and it becoming an official video for the band. He has since directed videos for some of Israel’s top artists and is being represented by Troublemakers in Europe. However, the highlight of his career so far will surely come when he is featured as a ‘Ones to Watch’ in January’s Reel.
HANraHAN and their Sundance Kids
HANraHAN directors Peque and Zaramella have had short films selected for this month’s Sundance film festival.
They are among just 16 animations included in the 83 shorts selected from a record 5,107 submissions to the festival. Peque's ‘1977’ is the touching story of a small town, a growing knot, and a girl searching for her identity, whilst Zaramella's ‘Lapsus’ is the playful tale of a curious nun venturing into the dark side.
All the short films featured at the festival will be available to download via the itunes movie store and, for the first time, Xbox Live and subscribers only site Netflix. Click here for a full list of the films that will screened at Robert Redford’s annual film-fest and available to you for $1.99.
A feast for the eyes and ears
Anglo-French collaborators Cinefeel have been commissioned by multimedia venue Le Cube in Issy, in Paris, to curate the exhibition OPTRONICA - HYBRIDATIONS SONORES ET VISUELLES, which starts on January 31st 2008 and runs for six months until July 2008.
The exhibition will explore the synergy between music and visuals and feature some amazing multimedia work from artists such as the UK’s Addictive TV and EZ3kiel. Admission is free so if you’re around Issy-les-Moulineaux (it’s not a million miles from Paris) we suggest you take a look between January 31st and July 26th on Tuesday - Saturday. For more information click here.
Adolescent flies the nest
Paris and London-based production company Troublemakers.tv launched last year with an impressive roster of directorial talent working in innovative ways with a combination of live-action, 2D and 3D animation and 2008 sees two new exciting directors added to their stable.Filmmaker, motion designer and ‘spatial reconstructionist’ Scott Pagano has worked with a range of notable musicians, including American trance legend BT and guitar strummer Christopher Willits, applying his dynamic mix of cinematographic and synthetic imagery. His work has already been screened at international film festivals and on MTV.
Jerusalem born Jonathan Vardi has not long graduated from Tel Aviv University. He produced and directed his first video independently for the Canadian indie band Stars, gaining recognition by sending them a copy and it becoming an official video for the band. He has since directed videos for some of Israel’s top artists and is being represented by Troublemakers in Europe. However, the highlight of his career so far will surely come when he is featured as a ‘Ones to Watch’ in January’s Reel.
HANraHAN and their Sundance Kids
HANraHAN directors Peque and Zaramella have had short films selected for this month’s Sundance film festival.They are among just 16 animations included in the 83 shorts selected from a record 5,107 submissions to the festival. Peque's ‘1977’ is the touching story of a small town, a growing knot, and a girl searching for her identity, whilst Zaramella's ‘Lapsus’ is the playful tale of a curious nun venturing into the dark side.
All the short films featured at the festival will be available to download via the itunes movie store and, for the first time, Xbox Live and subscribers only site Netflix. Click here for a full list of the films that will screened at Robert Redford’s annual film-fest and available to you for $1.99.
A feast for the eyes and ears
Anglo-French collaborators Cinefeel have been commissioned by multimedia venue Le Cube in Issy, in Paris, to curate the exhibition OPTRONICA - HYBRIDATIONS SONORES ET VISUELLES, which starts on January 31st 2008 and runs for six months until July 2008.
The exhibition will explore the synergy between music and visuals and feature some amazing multimedia work from artists such as the UK’s Addictive TV and EZ3kiel. Admission is free so if you’re around Issy-les-Moulineaux (it’s not a million miles from Paris) we suggest you take a look between January 31st and July 26th on Tuesday - Saturday. For more information click here.
Adolescent flies the nest
And finally...just a note to say that New York based design studio adolescent have moved to: adolescent, Inc 29 W 17th Street, 7th Floor NY, NY 10011, USA See you next week...hopefully a bit earlier than Friday!
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