Sojiro & Eri agree with Loctite - its perfect! Their funky new campaign aimed to show the underlying idea of how the new Loctite range is super flexible, as well as water and heat resistant. But to show it with the Japanese philosophy of Kintsugi, which is all about embracing the flawed or the imperfect. So instead of throwing broken objects away, their pieces are mended back together. The creative concept was all about showing this in a really quirky Japanese Shinjuku style, embracing imperfection. The result is a crazy and cool campaign that really stands out!
The brief from the start for Jan and the team was to focus on authenticity in terms of the industrial work space feeling like the kind of steelworks that 3M customers tend to operate out of. Trawling locations across Europe, they found one but the challenge was to shoot there. Shooting with DP Michal Dabal, they went for the look of lush anamorphic lenses, with Steadicam to achieve a cinematic look within a real and dirty industrial space.
Our remarkable directing team Sojiro & Eri have created a super cool new ad for Spotify Japan. Using various interesting in-camera and CG tools, the aim is to show that our imagination is powerful enough to make anything happen, even inside a library that only has blue books. Creative was in-house at Spotify.
One of the best tabletop collectives has joined Joyrider for representation and we are delighted! The Marmalade are a unique bunch of super talented guys who have their own high spec studio and post facilities under one roof. Internationally acclaimed, their work includes beautiful food, liquid and product work all with a very natural human touch.
Wolfberg have created some period drama pieces for Staropramen Beer. The concept revolves around communicating the historical aspect of the neighbourhood where Staropramen comes from. This is the Smichov district of Prague, which had a rather unsavoury past until recent years. Production design was the major challenge as the historical part of Smichov does not exist, so half of the scenes were recreated for real with digital set extensions - all based on archived photography. The end result is an epic action-packed depiction of the history of the Brewery.
Reuben Sutherland has directed a campaign for Nestle that sees four of the sweets act out stereotypical film genres, all inside miniature sets. All the sweets were re-created for real by a food modelling specialist in Paris to create oversized sweets that would stay in shape under the lights. They were then all shot with a real miniature sofa and props. Creating the ambient light and flickering of the light from the TV was the challenge as it needed to feel real. Luckily Reuben is a dab hand at realistic lighting on his wee set. Agency was JWT London.
Wolfberg shoot campaign for the Hunky Dorys brand and McCann. Featuring a magnificent Buffalo, the ad was shot at night with some rather interesting production challenges in Prague. Enduring the cold, eight intrepid women on roller-skates chased through the dry ice and the neon lit city with a sci-fi atmosphere. Interestingly, the Buffalo girls are all European championship performance roller skaters!
Indy Hait directs this hip little Suzuki Ignis ad. Not only did he direct it but he actually shot it too. As a talented cinematographer Indy managed to show off the playful and colourful nature of the car. The ad also features some snazzy VFX to highlight the size and scale of the car and to show off its dexterity for city driving.
The aim of the concept was to create a visual metaphor to explain the benefits of Agenda's human resources software. Wolfberg were brought on board as they love to create in camera spectacles, so everything was shot on location using some carefully choreographed action that could be composited with various plates. Carefully mixing and overlaying to check all the action worked beautifully to tell the story. Compositing and final post by Sehsucht and amazingly the VFX supervisor never lost his marbles!
Vittorio Sacco has completed a new campaign for Dos Equis Beer across the range. The beautiful macro photography of the beer as well as the bottles and cans was all achieved in-camera, using Vittorio's incredible eye and knack for getting the liquid to perform perfectly with the light. Using some custom made borescope lenses and millisecond accurate rigs, the camera feels much closer to the liquid then on normal macro lenses. The Italian strikes again with his beautiful artistic touches. Agency was Havas US.
Ida Cuellar’s rich photographic journey through time was to celebrate the 75th anniversary of the main Spanish Railway Renfe. Utilising anamorphic lenses and some hypnotic editing, the film is an ode to travelling through the dreams and thoughts we all have.
"This commercial was all about time and the journeys of life, all whilst traveling on a train,” says Ida. “The agency creatives had an overall idea but they weren’t sure of the scenes, so I had free rein.” The editing was intended to feel like a single movement through the scenes. Ida's editing background certainly helped in developing the apparent mesmerising framework. Magical cinematography by Jose Luis Bernal.
Matt Westrup has conceived and directed the latest campaign of idents for Mitsubishi. Combining motion control and clever design work, the finished idents continue the theme of visual trickery through precise camera movement within the set that the car lives in. VFX and an enormous amount of pre-viz work completed by Smoke & Mirrors.
Joyrider’s sensational directing talent, Indy Hait, has recently completed a stunning new commercial for Music Messenger, a brand new social music service. It was all shot in just one shooting day in Tel Aviv. Because of the tight shooting schedule, Indy did a CG pre-visualisation for almost every scene, which allowed everyone to hit the ground running once on set.
The aim of the commercial was to avoid the pitfalls of the stereotypical app commercial, i.e. a series of screenshots and product demos - instead Music Messenger wanted to sell the lifestyle behind the app, a modern, urban, socially connected lifestyle.
An interesting fact; The commercial’s opening scene on the train was shot in just 40 minutes, during a limited time-period in which the active train was stopped in a railway siding. The whole supporting set had to be built and dismantled within this 40 minute time frame!
Jonathan Irwin has recently bolstered an already impressive portfolio of work by directing the latest music video for Aqualung. The track is called "Eggshells" and is a duet alongside Lianne La Havas, realeased through the BMG Chrysalis label. Jonathan is well known in the industry for his incredible music videos, most notably his video for "We only attack ourselves" by The Funeral Suits, which was selected as a Vimeo staff pick. The Eggshells video tells the story of a city made entirely of paper and card, which is eventually engulfed in a furious firestorm. In an impressive feat of production design, the paper city was painstakingly built in a Dublin studio before being set alight. Jonathan also led the VFX process, in which we see our city brought to life with traffic, fleets of paper aeroplanes and mysterious figures illuminated within the urban architecture. Working to a tight budget throughout, the final product is truly astonishing. The track itself was selected by Radio 1 DJ, Zane Lowe, as his hottest record.
Joyrider director, Matt Westrup, has just returned from Phoenix, Arizona, where he has directed a state-wide anti-smoking campaign for The Cignal. Working alongside the ad agency, Reister, the set of three commercials aim to combat the problem of teen smoking, warning of the dangers of addiction and its affects on the teenage brain. Shot over three days on location and in the studio, the campaign features some of the incredible VFX work that Matt is renowned for creating. Working alongside the Mill, the final campaign sees us take a trip inside the human brain where we meet a catatonic band of addicted teens, to a medical laboratory where we see a teen's brain pushed to its limits by addiction and finally on a spiralling journey through a network of nerves, synsapses and neurons as an unwitting teen girl is taken over by her smoking habit. The campaign has just aired across the state of Arizona and is already proving to be a hard-hitting and effective tool in the fight against smoking, with an impressive visual twist.
Reuben Sutherland has just completed a commercial for the brand new UK lottery competition, GeoLotto. Part of a wider launch campaign, orchestrated by DLKW Lowe, the ad was filmed on location in North West London over two days. In the commercial we follow the stories of several lucky GeoLotto winners who are unexpectedly hit by stunning, pink beams of light from the sky, raining cash down upon them! Reuben utilised drone technology to shoot the awesome aerial vistas that we see in the commercial, looking out over the London skyline as it is peppered with winning lightbeams.
As a launch commercial, it was incredibly important that GeoLotto came away with an effective and likeable film; Reuben's unique ability to blend stunning visuals, humour and captivating storytelling has really worked to give GeoLotto exactly what they were after. The ad also features VO work from Leigh Francis, more commonly known as Keith Lemmon!