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.
Arev Manoukian
Congratulations to Arev Manoukian who this month was featured on Shoots New Director Showcase, picked up a One Show award in NYC, and has just been awarded a Gold at this years Bessie awards for ADCC “Love & Hate”.
Spy @ F5
Since its conception in 2009, Motiongrapher’s F5 festival aimed to design a conference that not only inspires but creates an environment where people can experience a collision of the minds. Pushing to change perspectives and explore new horizons, F5 structures its self on two days of presentations and performances, with the intent to enlighten, entertain and stimulate the senses.
This year’s festival went further and bigger than ever before. Held in New York and adapting the theme of “Happy F5”, the festival celebrated its birthday and those precious moments when we uncover something truly unexpected.
Two of Spy’s directors were amongst the few invited to speak at the event, held this past weekend.
Evan Silver, one of Spy’s newest directors, graced the stage on Friday and spoke about his approach to directing and the importance of searching for the emotions inherent in the story.
“Without relating a story to the viewer in an emotional way, they can never really connect with the piece or care about any of the characters. The story becomes one dimensional or all technique and no heart.” – Evan Silver
F5 screened the MTV’s Skins promo spot, directed by Silver this past year. Silver then related the spot to the some of the emotions and themes used to relate to teens, such as “love and jealousy, anger and teen angst, feeling controlled, and breaking free to become your own person”.
On Saturday, the festival welcomed acclaimed interactive directing duo Radical Friend to speak. Radical Friend, comprised of Kirby McClure and Julia Grigorian, spoke to the festival attendees about creating a religious experience with technology, spending time communicating your idea through writing, and mythologizing moments, as exemplified in Ambling Alp’s video they directed for Yeasayer. They went on to present their interactive video installation and performance piece, “The Digital Flesh”. The project was developed as a study for their upcoming film “To The Sirens”.
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