Sniping The Spotlight
US directing duo Sniper Twins are quickly being recognized for their clever approach to creating hilarious work in the advertising world. Barry Flanagan and Dax Martinez-Vargas came to New York City from Austin, where they began their writing and directing careers, working at MTV as creatives for over six years. The release of their first video “Computer Friends” [Stack the Memory] on YouTube generated over 500,000 hits in less than two weeks, laying the pavement for their unique style used in advertising.
Now with Spy Films, their ingenious creations are setting the bar for the marketing savvy young directors of today. Living by the motto “If you really work at something… It will happen,” the sky is the limit for these budding stars.
Zero to Drama in 3.9 Seconds
Spy Films’ Ruairi Robinson recently partnered up with MacLaren McCann to bring to life Cadillac’s “Zero to Drama in 3.9 Seconds.” Cadillac, the title sponsor of the 2011 Toronto International Film Festival, wanted to highlight the CTS-V’s ability to go from 0-60 mph in 3.9 seconds. Interestingly enough, the tone of a movie can change just as quickly. In the spirit of TIFF, Cadillac created three movie trailer themed spots that draw the comparison between the speed and power of the CTS-V and the rapid, sometimes startling, intensity shift in a feature film.
Adizero – Eric Berry 6.9
Radical Friend finished their latest spot for Adidas through Mutt Industries. It features Eric Berry of the KC Chiefs in an explosion of psychedelic laboratories, underwater test tanks, and anti-gravity chambers. His agility and strength was captured by shooting slow-motion scenes of him taking down un-expecting opponents, floating through the air to intercept a pass, and effortlessly evading anyone who tries to stop him. Contrasted with a barrage of quick cut-aways, the result is as amazing as the shoe itself.
Client: Adidas
Agency: Mutt Industries
Creative Directors Mike McCommon & Steve Luker
Art Director: Allison Kerst
Copywriter: Mike Houston
Agency Producer: Chris Lawson
Account Director: David Beauvais
Music Supervision: Alex James
Production Co.: Spy Films
Director: Radical Friend
Executive Producer: Carlo Trulli
Line Producers: Brian Welsh & Jonathan Lia
Post Co: Lost Planet L.A.
Editor: Max Koepke
Strange Talk is Climbing Walls for Cheer
Cheer detergent is rolling out what it claims is an industry first: A clickable YouTube video that takes you to a non-YouTube site.
The music video, for “Climbing Walls” from Strange Talk, has colorful objects, which viewers can click to be entered to win them. Those prizes include socks, dresses and a Fender Stratocaster, among other items. Jason Wiedemann, brand manager for the Procter & Gamble detergent brand, says although other YouTube videos have included such Annotations before, those linked to another YouTube site. The Cheer video leads to a Facebook app for Cheer where you can register for the item you “dug.” A YouTube rep says she believes Cheer is “one of the first” to use Annotations this way.
The unique approach underscores the brandʼs attempt to woo a young, digitally savvy audience. The brandʼs marketing budget is now 100% digital, Wiedemann says, and the brand is being positioned to appeal to consumers who want to express their individuality. (source: mashable)
They Cannes do it!
Alex Roman‘s Silestone “Above Everything Else,” a 100% CG spot, earned a Film Craft Gold at the Cannes Lions International Festival of Creativity.
“Realism was my main goal here. I firstly thought of shooting some live-action but after studying carefully the budget and deadline I realized that CGI was the only way I could do it. The most important part for me was to deliver a beautiful and very visual commercial and keep the viewer focused on the commercial itself, not the fact that it was a CG piece: the photorealism was the only option I had to achieve this.”
James Rouse also picked up a Bronze Lion in the Promo & Activation category for his “Bud ice cold index” spots out of DDB UK.
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