CHAMPIONS!

What do back-projection rigged Fords, Zidane stalked footy players sporting adidas and Christian Slaters PC World habits have in common? They’re amongst the high profile spots premiered in the Champions League Final on Wednesday night in the UK. Whilst not garnering the kind of ad frenzy our Yankee cousins’ Superbowl may command, the sporting event certainly draws a few high profile launches. Here are three cinematic numbers that caught our eye:

ADIDAS – THE SPARK

Talk about sly planning. Slap bang in the middle of a (sorry to say it Man U fans) Barcalona led match, adidas, 180 Amsterdam and RIOT launch their latest footy campaign starring Barca star Lionel Messi. Shot in the style of a Sin City-esque graphic novel, the spot shows a mysterious hooded Zidane checking out ‘The Spark’ as he dominates the pitch. However, the 30 second TV commercial is just the tip of a integrated iceberg, with the distinctive design elements running through to print, retail, digital, events, ground activation and even gaming – as well as a moody 90 second film seeded online.



Speaking of the campaign, Eric Liedtke, SVP of Brand Marketing for adidas says, “We set out to do something different in how we brought the F50i and our Every Team Needs communications program to consumers. To the football audience a big TV spot is only a moment long, but an intriguing series of films, clues, product previews and digital tools can sustain this consumer and entice them to engage with our product and brand and put us in their consideration set for purchase.”

Check out more at www.adidas.com/football.

PC WORLD – WHATEVER YOUR WORLD

Computers. There’re everywhere now. From futuristic touchscreens to GPS madness, no matter where you sit, sleep or wipe your bum, a Bill Gates powered technodroid is probably monitoring you. So it stands to reason that chatting to the compu-literate folk at PC World might be a good way to stay ahead of Skynet. For their latest campaign, the computer behemoth and Saatchi&Saatchi have eschewed the normal processing and RAM stats to present an entire microchip lifestyle solution. Utilising a distinctive voiceover and many guises, the ad’s protagonist tells us how PC World cleverbods basically made his life loads better. Oh, and he changes into Christian Slater at one point and he was in Robin Hood: Prince Of Thieves – BLI-MEY - so it’s a heavy win from us.

FORD - KINETIC

Continuing the cinematic theme, the latest spot for Ford takes us behind the screens of the movie making process by showcasing their sleek cars on back-projection rigs. Following a group of drivers as they weave through a lonely city, the commercial cleverly intercuts between the ‘film’ and the ‘set’ – all showcasing the vehicles ability to ‘look like they’re moving even when they’re not’. Quite why this is a good thing we’re not sure, but the spot is well pretty and the end jump reminds us a bit of Speed, so there you go.

NewsReel 29/05/09

Blac Ionica get augmented

Blac Ionica have recently completed the first ever augmented reality music video. Agency Devilfish approached to the Ionica team to design and direct an imaginative augmented reality music video for young new Columbia Records artist Julian Perretta - http://www.julianperretta.com/ride_my_star/

Built around his track "Ride My Star", the video is a 3D trip through Julian’s imagination as he searches for his girl. Using a combination of Flash and Papervision to create the 3d scenarios. This was then developed in Augmented Reality (which uses Flash, your webcam and a special printed "icon" tracker to create a fully immersive, interactive video.)

The pop-up book designs were created by London based directors Blac Ionica. Zerofractal Studios from Colombia programmed the video in Papervision and Flash, developed and created the accompanying interface.


This is the first time that Augmented Reality has been used on this scale in conjunction with a recording artist.

The icon/tracker will be handed out as part of a flyer at dates on Julian's tour supporting Girls Aloud. It will also be available to download Julian Perretta’s website.

"Ride My Star", is taken from Julian’s forthcoming debut album which will be released later this summer and is available as a free download here www.julianperretta.com

Athene Parker Joins Another

The wonderful Athene Parker has joined Another Film Company’s New Business Department working alongside Nicky Flemming.

An ex-commissioner at Virgin Records Athene has worked at both Streetlight films and Park Village. At Another she will work across their growing roster of quality Directors.

Paul King Signs to Stink


Director Paul King, responsible for the legendary Garth Marenghi and The Mighty Boosh to has signed to Stink for worldwide commercials representation.

King joins Stink with a background in TV and theatre direction, having carved a niche for himself as one of Britain's leading comedy craftsmen. Alongside collaborators Richard Ayoade, Noel Fielding and Julian Barrett, King has had a significant impact on the current shape of British comedy and the new wave of horrendous Hoxton haircuts.

And Finally….

Here is the new office fave Cassetteboy running wild on the nations favourite hate-show The Apprentice…

Enjoy



And here is a fabulous game from Doritos that allows you to duff up real people with dodgeballs… Just what you need for a Friday afternoon…

http://dodgeball.doritos.co.uk/game/

NewsReel 22/05/09

Adventures in ondotzero-land

We’re all about the best in moving image here at The Reel, so naturally we love the work of the mighty onedotzero. If you do too, and are full to the brim with creativity and talent, then the following may be of interest.

onedotzero are making a final call to visionary creators to submit new work to the globetrotting festival of innovative contemporary moving image and digital creativity.

onedotzero_adventures in motion is at the forefront of a new type of boutique festival
experience which combines collaborative music, film and live performance, playful interactivity, digital arts and culture.




A truly unique international showcase of leading edge arts and entertainment, it’s not only brilliant but entirely free for creators to submit their work!! The show will premiere at the BFI Southbank; the UK’s flagship centre for moving image located in London’s most visited cultural quarter, before an extensive UK and world tour.

If you’re interested in getting involved, this is onedotzero final call for proposals for short film, animation, music videos, installations, interactive works and live audio-visual performances. Point your browser at www.onedotzero.com/submissions for details.

Two men set to Rokkit

Rokkit have signed two new directors. Normally we’d write our own little spin on their biogs, but we rather like what we were sent:

Michael Moloney


After venturing down from Bolton to study Graphic Design, Mike dabbled in film trailers and a career in new media before dancing to the beat of his own drum. Thumpa thumpa.
Mike has been mixing live action, characters, and all manner of animation for the likes of the BBC, Fallon and Channel 4 for a while now, with no previous representation. They always come back. He's a very nice chap.
Mike is still trying to convince his family that he has a proper job....Has he?

Check out his reel - http://www.rokkit.tv/?section=directors&director=director_15

Rafael Lopez-Sorbidet


After a couple of years studying Image & Sound Design at the University of Buenos Aires, Rafael spent some time studying filmmaking in New York, where he shot several short films.
When he came back to Buenos Aires he took the Acting for Directors Seminar with Augusto Fernández.

He kicked off directing in 2007 and has already shot for several countries and markets.

Rafael won 2 Golden Lions in Cannes, aged 24 years. His main skill is directing actors. Which is handy.

Check out his reel - http://www.rokkit.tv/?section=directors&director=director_10

TAXI to the Dutch side


News time - TAXI has purchased a majority of Dutch digital agency Ottonico. The acquisition represents a crucial step in TAXI’s growth by establishing a presence in Europe. TAXI, begun in 1992, now operates five offices in Canada, as well as New York and Amsterdam. That’s a lot of cabs.

The deal has been several months in the making. TAXI executives considered several European cities and partnerships before deciding upon Amsterdam and Ottonico. “This was a decision to invest in Europe to deliver local and global reach to both European and North American clients,” said Lavoie. “We chose Amsterdam because it is a creative and multi-cultural hub, and we chose Ottonico because they embody the future of integrated communications.”

Ottonico’s Verhage and van Huijstee take the titles of General Manager and Executive Creative Director, respectively. “Our creative visions are a natural fit,” said van Huijstee. “We share the belief that there is no 'new' and no 'old' media; every channel can deliver results when the choice is rooted in consumer insight.”

Verhage and van Huijstee will work closely with TAXI co-founders Paul Lavoie and Jane Hope in the coming months on integrating Ottonico into the TAXI network. “Our first responsibility is to existing clients, the integration of diverse capabilities across our network is aimed at delivering on their needs now and into the future,” concluded TAXI CEO, Rob Guenette.

And finally


It's Friday. It's a Bank Holiday weekend. It's time you let the bo selectas at The Reel fill your ears with joy. Here's a ten track Spotify playlist for your delectation - http://open.spotify.com/user/jamiemadge/playlist/5bZwutwmo60hjtt9AN16dv. This you can do better? Email us your compilations at editor@thereel.net or post them in the comments box below. We dares ya!

INSIDE THE BLACK JERSEY

Sports giant adidas and Amsterdam’s 180 have recently finished a five part series that will have Rugby fans (and especially All Black fans) up in burly joyus rapture. ‘Inside The Black Jersey’ follows arguably the greatest rugby team of all time, and current world number ones, The New Zealand All Blacks. (We won’t mention that they choke at virtually every world cup… erm…).

Produced by 180’s production arm U-Turn and their digital wing RIOT the campaign focuses on one player and one game in each chapter, giving a measured look at the raw emotion, tension and struggle the team went through each and every leg of the tour.

The series manages to give unprecedented access to the camaraderie and mechanics of the world famous squad. Instead of focusing on the usual hype and hysteria surrounding the team, this campaign follows them intensely during their Grand Slam tour and shows an intimate portrait of what it is really like to be on tour with the world’s greatest rugby side.

The branded content campaign tells the story from five different perspectives within the team and features star players such as Richie McCaw, Dan Carter and Ali Williams. Splitting the films up into 5 separate themes, we are able to see a broad spectrum of players and stories, from how they feel to carry the title of being an ‘All Black’ to what it means to captain such a prestigious side.

It’s not just the players that are the focus of the documentaries. We also get a rare insight into what it is to coach the mighty All Blacks. World class coaches Graham Henry, Steve Hansen and Wayne Ross Smith tell us what it is like to be the men who decide who gets the black jersey (no mean feat!).

180 are seeding the 10 minute documentaries online, and using the new adidas platform adidas.tv as the launchpad. Rugby fans will be able to enjoy the long format films during May and June of this year.

For oval ball aficionados that can’t wait to find out the order of release you need look no further…



Chapter 1: All Blacks vs. Scotland “The Captain”

Richie McCaw talks about what it is like to be the All Black wearing the captain’s armband. We find out the challenges of a tour, how Richies time is structured and a bit about what the boys in black do in their downtime.

Chapter 2: All Blacks vs. Ireland “The Rookie”

Kieran Read to gives us the lowdown on his first international tournament as an All Black. He talks about his season of firsts: His first selection, first jersey, and first game. We watch the Rookie at team training and we find out just how hard you have to work to make the first 15.

Chapter 3: All Blacks vs. Munster “The Character”

Ali Williams names the fun guys on the team. We learn a little more about the teams’ social life and how the guys wind down.Ali travels to meet the locals in a traditional Limerick Pub and hear from what it is like to be in Munster.

Chapter 4: All Blacks vs. Wales “The Coaches”

We hear from coaches Graham Henry, Steve Hansen and Wayne Ross Smith what it is like to be the men who decides who gets the black jersey. They talk candidly about the players and each other. What are their strengths? What are their weaknesses? We find out what they think of each other. We have seen the coaches looking serious in press conferences and on the sideline, for the first time ever we see them as human beings, as guys who are also mates, who share the huge responsibility of leading the world famous all black team

Chapter 5: All Blacks vs. England “The Playmaker”

Told through the eyes of Daniel Carter we hear from him on what is it like being one of the All Blacks’s top points scorers. The film captures the tension, focus and aspirations leading up to the AB’s most important match of the tournament. We see him at goal kicking practise, and find out if there is such a thing as a perfect kick. Where is the sweet spot on the ball? He shares with us the way that he handles the pressure and what techniques he uses to stay calm and focused.

F5 - Recap

For those of you who live in the Big Apple (lucky you), and have their heads screwed on in the right direction – a few weeks ago you would have been sat enjoying the fabulous work that the brilliant F5 festival has to offer. For two days New York’s Roseland Ballroom in Times Square becomes a hotbed of directorial genius and breeding ground for creative inspiration.

The event not only showcases eye-popping work from many creative disciplines, it also features a vast array of well known speakers and industry luminary’s eager to give their 5 penneth for the cause. Although tickets are sold for the event, F5 is virtually a charity for creative ideas, as the organisers fiercely defend the fact that they make no money at all by putting on the event.

The F5 site boldly announces this fact in their reasons for joining in:

“Full disclosure: We don’t make any money from this. In fact, we only allow two sponsors, and we keep our ticket prices to an absolute minimum.

This isn’t about money. It’s about community and creativity.Seriously.

That’s not bullshit. We mean it.”

This community feel and enthusiasm can be seen in the brilliant speaker line-up that F5 attracts. This year included MSNBC’s Rachel Maddow, Media Molecule, Seed editor Jonah Lehrer, Digital Domains Ed Ulbrich and acclaimed photographer/filmmaker Charlie White to name but a few.

Not only that but – as they are such a friendly bunch – they love to share!

So here is a roundup of some of the best work to come from this years fest!

Buck: “Lumber Jack’s Wood Fest”

RE:PLAY FILM FEST: Buck "Lumber Jack's Wood Fest" from F5 on Vimeo.

Crush “Inspire”

RE:PLAY FILM FEST: Crush "Inspire" from F5 on Vimeo.

Holbrooks “Bren Hystien”

RE:PLAY FILM FESTIVAL: Holbrooks "Bren Hystlen" from F5 on Vimeo.

Other festivals should take note, inclusion, passion sociability and interest seems to be the catalyst for brilliant ideas and work. Roll on F5 next year!

NewsReel 15/05/09

You know the score – if you want us to share your news and moves just send em over to editor@thereel.net. The same address can also be used to tell us how great we are. Just a thought.

Cinema Vert-ey


Feeling green and creative? Well join Smoke + Mirrors, Marshall Street Editors and Little White Lies who are working with Gettin Hectic in developing the Film Vert competition this spring/summer. Film Vert is a new cinematic term meaning (in their own words) ‘stylish environmentally-friendly moving images — films that emphasise both the problems facing our existence on our beautiful planet and, more importantly, providing solutions to help halt the decline’. Part of Greenvoice - a charity facebook for greenies – the companies will be helping over the next year or so in their mission to save the planet!

What to do? Just visit www.filmvert.co.uk and then get filming! You can do it on a mobile phone, you can do it on a sound stage ... just do it!

Straight 8 in the Cannes


Invading the other big C event with their unique super 8 madness is this years Straight8 selection. For those not in the know (where have you been), Staright8 is a short film competition with a difference – the filmmakers haven’t seen the films themselves before their shown at the screening. Each piece is shot and edited in-camera on a 3 minute Super 8 film and processed by the competition makers. The results are phenomenal. The Reel are eagerly anticipating the Cannes Lion debut of the ’09 batch, but for all those lucky enough to be on the Croisette for the movie version, head your pretty selves here:

Tuesday, May 19th, 10pm
l’appartement kodak, international village
(between american and british pavilions)
doors/drinks 9.30pm
free entry, festival pass required

It’ll be ace!

Greg Mills in a HRA


Greg Mills, previously partner / executive producer at Democracy, has been confirmed as Hibbert Ralph Animation’s new executive producer. Mills joins HRA from mid-May. In addition to executive producing both live action and animation output, he will assume management level responsibility for new business and marketing.

Mills has been involved in the film and advertising industries in roles as diverse as visual effects editor, line producer, prod co MD and agency producer for the likes of BBH. He has additionally played key roles in establishing new production companies, like Voyager Film; he has also worked as a freelance producer for directors such as Tony Scott and the late Roger Lyons.

Catch up on your HRA goodness here - www.hra-online.com

Awaydays at the flicks


We know what it’s like, you’ve spluged your recent cinema trips on Star Trek (195% amazing) and Sounds Like Teen Spirit (196% amazing) and now you’re left wondering what else to watch. Well fear not, as your Barry Norman-esque pals at The Reel are here to point you in the right direction!

Spank’s Pat Holden uses his gritty and realistic trademark talent to direct a new feature film called Awaydays, an adaptation of Kevin Sampson’s novel set in post-punk Liverpool in the late 70’s.


Blurb time - Paul Carty is 19, good-looking, funny, clever – and bored out of his mind. His mother died a year ago. He lives in middle class suburbia with his silently grieving father and feisty young sister, Molly. Carty works as a junior civil servant and spends all his wages on clubs, records, football and gigs. It's at a Bunnymen gig that he meets Elvis.

Elvis changes everything. The Pack are notorious; they dress in a cultish, almost effeminate style that's at odds with the boneheads and bootboys they fight against. They have androgynous wedge haircuts worn with Fred Perry shirts, Lois jeans and Adidas Forest Hills. For as long as he has been going to football, Carty has been fascinated by The Pack. Now Elvis seems to be offering him a way in.

Apparently the movie pulsates to soundtracks of Joy Division, The Cure, Magazine, Echo & The Bunnymen and Ultravox, which sounds good to us. Check it out when it hits cinemas on Friday 22nd May.

If you’re interested in the work Pat’s done for Spank, check it out here - http://www.spankfilms.co.uk/Pat.html

And Finally

As well you know, we’re big promo fans at The Reel. Unfortunately we can’t feature everything that gets sent in, so here are a couple that didn’t quite make the DVD this month:


We saw this on B3TA. They rule!

COKE SAYS SUMMER IS HERE!! – LA LA LA, YEAH YEAH YEAH!!

Joyful pop has often enjoyed a good use of the exclamation ‘Yeah!’.

From The Beatles ‘She Loves You’, through Stereo MC’s ‘Step It Up’ to … um … anything by the Yeah Yeah Yeahs, there’s never a time when a happy positive shout hasn’t lightened a tune. So it’s hardly surprising that Mother London asked Calvin Harris, the face of 80’s acceptability in the Noughties, to use the familiar refrain to carry the infectious ditty he penned for Coca Cola’s summer campaign.

The real surprise is it’s being sung by fluffy monsters.

For it’s summer 2009 bonanza, Coca-Cola is capturing the essence of the season with ‘Yeah Yeah Yeah, La La La’, part of the Open Happiness platform. Centred around inspiring people to say yes to the opportunities that summer brings, the joyous spot is created by Mother London features an exclusive track written and produced by electro superstar Calvin Harris.

We were utterly beguiled by the curious magic that unfolded in the 60 second spot, so asked the kindly mothers at Mother for clarification. Here’s what they had to say.

What was the brief?

Summer is such an important time for Coca-Cola but each year we alternate between music, football, meals and a whole raft of other campaigns. We needed an overarching idea that could carry these different tasks and ensure our core target of teens made Coke a part of their summer.

What’s the strategy behind it?

To create something that captured Coke¹s feeling of uplifting refreshment in summer time. However, everyone¹s summer is different and there aren¹t universal dates and customs like there are at Christmas. Telling people what to think about Coke at summer wouldn¹t work, we had to try and make them feel it.

How did the collaboration with Calvin Harris come about?

Everyone enjoys music particularly teens who are passionate about it. We wanted to make something that fitted with the feeling of the ad but could maybe have a life outside it. We knew it had to be upbeat, catchy & summery so we gave Calvin that loose & vague brief (and to include our piece of nonsense ³Yeah yeah yeah la la la²). He came back with something that blew us away. Calvin¹s demo made our idea even more interesting & an infectious track in its own right, something that could credibly make it onto our own iPods and maybe a few teens along the way.

Where did the idea for the spot come from?

The idea came one Sunday when one of the creatives from the ad agency spilled some Coke in his bedroom and watched bemused as his pet guinea pig lapped it up, sat bolt upright and started to sing in a beautiful tenor voice.

So that’s us told.

Directed by Reel favourite Dougal Wilson (Blink) and with the sort of inspired wackiness (in a good way) we’ve come to expect from Mother, the spot is a bona fide summer classic. We predict ringtone action and ‘cool’ replications from the kids, and serious summery joy from the rest of us.

YEAH YEAH YEAH!!!

Credits are:
Creative Director - Mother
Art Director - Mother
Copywriter - Mother
Strategists - Mother
Illustrator for outdoor - Ronald Kurniawan
Director/ Production Co - Dougal Wilson (Blink)
Producer - Matt Fone (Blink)
Editor - Joe Guest (Final Cut)
Post Production - Julie Evans (MPC)
Flame Artist - Tom Harding - (MPC)
Colourist - Jean Clement - (MPC)
Sound Design - Sam Robson - Sound designer (Factory)
DoP - Alwin Kuchler (Blink)
Production Company (New Zealand)
Line Producer - William Grieve (Big Pictures)
Production Designer - Rick Kofoed - (Big Pictures)
Art Director - Guy Treadgold - (Big Pictures)
Model Maker - Justin Buckingham - (Big Pictures)
Music - composer & recording artist - Calvin Harris (EMI)

The integrated campaign, launching mid-May, has a number of elements including a TVC, digital, outdoor advertising, Piccadilly Sign sequence, on-pack promotion and ‘Coke Zone’ collateral, as well the limited-edition ‘Selfridges Centenary’ original glass bottle.