Rare is it that you see a campaign and go: “That will win everything in site this time next year”. Well, this might just be one of those campaigns. In 2012, Chipotle and CAA cleaned up (rightfully) with their emotive and powerful ‘Back to the start’ film. A combination of stunning attention to detail, ingenious musical selection (who knew Willie Nelson could bring actual soul to a Coldplay song?) And a powerful brand message that resonated in all the right ways saw the film become a touchstone for ethical marketing and creativity.
Chipotle have followed this up with another film, this time a trailer for it’s mobile game ‘The Scarecrow’. The film and game are designed to highlight the different choices that fast food manufactures make and the impact that it has on our environment, society and the choices consumers make. Chipotle & CAA went with the whole ‘if it aint broke, don’t fix it’ concept here, but in my opinion, elevated beyond what Back to the start achieved. A darker edged Pixar feel permeates the film (from production company Moonbot Studios,) which is heightened by the (genius) use of Fiona Apple singing a wildly re-imagined ‘Pure Imagination’ from Willy Wonka. While in the film, the song is a lush and optimistic ditty, the songs double meaning is bought to life brilliantly by Fiona Apple and adds to the heightened drama in the Chipotle film. It’s beautifully paired duo, and sets the dramatic tone that the game itself is trying to achieve. (From what we can tell, it looks like a fully immersive platform game – Mario with Scarecrow’s.)
I’ll have to download the game to get a sense of whether it’s any good or not, but, if the same level of detail has been included in the game as their has been in the film, then it could really be something special.
This is a hugely atmospheric and smart piece of work for Honda in Japan. The idea sees them tapping into their heritage in Formula1, and of course, the most iconic driver to ever slip into one of their cars. Ayrton Senna.
In 1989, Senna set the fastest lap of all time in F1 at the Suzuka circuit in Japan. Using the original telemetry data, the sounds of that world record lap have been recreated around the track.
Shot at night, the lights track the sound at the speed the car went around the track, combining to create a hugely atmospheric piece of content. It’s both a wonderful tribute to Ayrton Senna himself, but also re-affirms the long lasting influence that Honda has had as a car and engine manufacturer. It’s a nice use of (very obvious) data sets to tell a great story. Some of the cutaways capture people in sheer delight at this experience, and I can’t say I blame them. A fantastic piece of work.
(See the making of below…)
A slight deviation from my usual digital orientated postings, I wanted to bring to the fore this fantastic 12 minute slice of DFA life. Produced to coincide with the Red Bull Music Academy festival in New York this month, DFA Records was, and remains one of the touchstones of my life musically. (I urge everyone to get this album from 2004: A DFA primer, it’s basically their ten musical commandments…) Their bands, their commitment to great music, and their sheer joy has fueled what much of what makes music so interesting these days, yet they’ve done this through one of the most tumultuous times that recorded music has ever faced, let alone record companies. (Whose woes are well documented and plentiful.) This film shows that passion fuels great art. And the best communication, always comes from the best art. It’s a great coda to the outright quasi-religious experience that was ‘Shut Up And Play The Hits’
FITZROY LODGE from PORT on Vimeo.
A hypnotic piece of work to start your working week. This collaboration between Mother, PORT Magazine & the Director Anthony Austin is a visually stunning and emotionally engaging ode to The Fitzroy Lodge. One of London’s oldest, and most beloved Boxing Clubs, situated on the Lambeth Road in South London. Centered around the story of Mick Carney MBE, the founder of the club, (who died last year), we see and hear what Boxing means to both young and old at the Lodge. Their melancholic, emotionally powerful words are matched perfectly with an atmospheric art direction, each element perfectly surmising why places such as The Fitzroy Lodge are such crucial and vital sanctuaries for generations of people. This dedication and humbleness is more often than not over-shadowed by the glitz of big time boxing, but here, soundtracked by a perfectly selected piece from Alexandre Desplat, we are treated to a look inside the other, more noble side of the art.
(Via It’s Nice That)
I’m completely fascinated by this film. Especially from a technical perspective. The film is in support of River Island’s new capsule collection from rising British Fashion star William Tempest. River Island (a client intermittently for the sake of full disclosure), has been going through an interesting time, most notably by creating a stir by hiring Rhianna to design and style her own collection for the Brand. Following on the heels from the mega successful collaborations from Topshop and H&M in this similar High St fashion space. This film, created for the FASH/ON Festival centered around London Fashion Week, and I’ll be honest, I’m rather surprised that a 12 minute opus such as this was not saved for the release of the Rhianna collection, but there you go.
However, what redeem’s the film from the usual pretentious fashion cliches (and make no mistake, there’s a boatload in here) is the stunning technical achievement at the heart of it. A 12 minute tracking shot, with no cuts. Director Ryan Hope here has pulled off bravura, and hypnotic visual trick, that more than compensates for some of the more grating fashion moments on display. These are just the sort of visual tricks that in the days of long form brand content, keep people hooked.
While it’s no MFCEO in the long form content stakes (and that might be a rather disingenuous comparison), it is an interesting perspective for a brand like River Island to take.
Really nicely done piece by driector Stuart McIntyre for Louis Vuitton and the ‘Dreams’ campaign.
Two of my favourite brands, together at last. Alas the collaboration falls short of my lofty initial expectations, but those disappointments were quickly dispersed when I watched the ad/video. Another Skateboarding film, another excellent example of Nike’s craft at work. (On a sort of side note, it’s REALLY worth checking out the lastest Nike+ ad. Their take on real world 1980’s video games is highly imaginative, heightened only by the use of The Seed’s 1965 Garage Punk classic ‘Pushin’ Too Hard‘ as the soundtrack).
This film features skateboard pro Omar Salazar riding the streets of San Francisco (accompanied by music from Phillip Glass), wearing the Nike x Levi’s special edition 511’s. It’s beautifully done. Maybe not up to the WOW moment that was last weeks post, but nonetheless, the music choices are spot on, the shots are interested enough to keep you watching, and from a larger brand perspective, it’s great to see these two Amercian classics team up. What would be cool now? Levi’s and Nike+ geting together to integrate the tech and fashion elements, framed around the fuel/effort maxim. Exciting times at Nike.
(Via Stella Wongo & Adverblog)