A few weeks ago we wrote about the animated film for Nike that was created by Glassworks; ‘breathable warmth.’ Apparently Glassworks has made a series of three, and here is the second one. Again, a beautiful animation with a sharp eye for detail. This time it advertises the new home kit for France – the team is getting ready for the World Championship football next year in Brazil. The shirts of ‘Les Bleus’ are equipped with “cooling technology,” metaphorically translated into wind turbines. The hypnotic sound was created by MassiveMusic and Kaiser Sounds Studios.
We already spotted Manuel Ferrari, who is animation director at post production house The Ambassadors, a while ago when the films he did for Part of a Bigger Plan impressed us – this film, for example. Last month he impressed us again with the ‘Mini-auctions’ film that he created together with Kingsday. When Ferrari finished the storyboard, he only had 3 weeks to make everything; from design to directing and animating the film. We asked him three questions about the process. More…
At least in Russia it is. Kick ass commercial – the opening shot is already a piece of art. Not much to add. Except that it was made for Nike – as you can imagine – by W+K Amsterdam, directed by Mark Zibert (Imperial Woodpecker), shot by Chris Soos and post produced by MPC London/Amsterdam.
Painful, if you recognize yourself in this film as the expert who tells Michael Mikrivaz (anagram for Kazimir Melevich) that Malevich’ work is not good enough to enter the art academy. It reminded us of Banksy selling his work incognito for $60 apiece and hardly selling any. Rumor has it that Achtung! made this. The agency recently created the Explicit Tours for the Stedelijk Museum, and apparently they wanted to give the Malevich exhibition a bit of a boost. You can thus see it as after sales services – and a bit of fun for the agency, of course.
This film shows that a good advertising proposition easily helps to kick off the creative process. That is, reversed engineered, it sounds like the proposition in this briefing was: ‘Google makes dreams come true.’ And, yes, very tempting to crack a joke about the NSA now – especially since this guy is learning to fly a plane (!). But no, we won’t. We’ll just say that we find it an inspiring film and that it makes you realize how important Google has become in our lives. Check out the other stories here. The only thing we wondered – for a second – was; how did Google find these stories? And then it immediately struck us, they simply asked the NSA – oops, sorry, it was too tempting… Anyway, very craftfully and credibly made by 72andSunny! Directed and shot by Greg Kohs and produced by Backyard.
We’ve all seen the new video clip by Kanye West and his naked Kim Kardashian by now; Bound 2. Though we first thought Kanye had taken bad taste to the next level, we found out it’s actually quite an intelligent film – apparently Kanye uses the paint brush art of racist Americans to disarm them of their symbols. Anyway, mobile provider Hi, recently introducing ‘#morecrap from the web’ and thus recognizing crap when it sees some, picked it up hoping to be able to lift on all the publicity around it. The agency responsible for #morecrap, FHV BBDO, denies to have anything to do with it. So, let’s just say this is one big coincidence…
Last week we wrote about the life-size Messi, this week a commercial has been launched promoting the site – and FIFA 14 of course. Very nicely done. It reminded us of this commercial for the PS3 game The Last of Us, created by 180. This Messi transformation was created by Wieden, directed by Tomek Baginski (Stink) and post produced by MPC.
Sometimes the same idea pops up at several places more or less at the same time. Two weeks ago we all saw the craftsmanship that went into the million Pound John Lewis Christmas commercial – “the Watership Down remake” – created by Adam&EveDDB. It looked like an animation, but was made physically, by hand, with cutout, hand drawn figures and miniature trees. This week we received a commercial from 180 Amsterdam, RSA (directed by Rob Blishen), and MPC (VFX) for the Sony PSP game Tearaway that from a craft-perspective has a similar idea behind it. Of course, there’s less detail (read: budget), the tone of voice and look feel are quite different and there’s more CG involved, but both purposely used a physical, rather than animated world, as the basis of their story.
In February Glassworks impressed us with their ‘Art of Raw’ film for G-Star (winning a Bronze Lion in Craft). And now they’ve done something similar (directly) for Nike; Nike Aeroloft. Again directed by Rudiger Kaltenhauser, who is Glassworks’ head of 3D. This time though cotton is not the hero, but goose down and some sort of breathable vents – quite logically adding up to “breathable warmth.” Apart from the wonderful photo-real CG and impossible camera moves, another factor that makes this product film rise above its peers is the sound, provided by MassiveMusic and further designed by Kaiser Sounds Studios. The film is part of a series of product films that Glassworks will be creating for Nike. So watch this space for more.
We’re not sure what’s the most important part of Mark van der Heijden and Valentijn van Santvoort’s Creatives, Cocktails & Dreams (held a few weeks ago) but One thing is sure, Ketel has negotiated well. Since the transparant spirit takes the leading role in this smooth commercial - while the creatives are the extras and the dreams didn’t even get a part. But, cynicism aside, a very attractive film that certainly makes us want to visit the second edition in NYC – maybe we should ask Ketel One to sponsor our ticket. It was created by Robin Pijpers (W+K) and the sound was done by Bird on the Wire.