Just a year old, Able&Baker have made a big dent in the promo scene.
This year’s CFP-E & Shots Young Director Award served up some interesting results, while Kibwe Tavares cleaned up with his short film Jonah, all the glory of the European Music Video category flowed in one direction – to Park Village’s new promo company, Able&Baker. Videos from their directors Rémy Cayuela and Jim Demuth picked up first and second prize respectively – quite a feat considering that was within one of the most hotly contended categories.
It’s a great result for Park Village. Founded in the 1970s, one of the most well established of London’s production companies, this impact on the music video landscape proves that it pays to be brave. Traditional companies are often afraid to step into the unknown, but Able&Baker have entered this market and carved out a space for themselves. It sets a great example for how to launch a sub-brand.
We asked the company’s Executive Producer Joe Walker for his thoughts.
Director: Rémy Cayuela
Production Company: Able & Baker
Producer: Joe Walker
1st Assistant Director: Jules Higgs
Director of Photography: Jake Scott
Gaffer: Mark Holownia
Art Director: Sets Appeal
Wardrobe: Cesca Salter Dvorak
Make-Up: Sian Duke
Editor: Ellie Johnson
VFX Company: Burning Reel
Animators: Chloe Haywood, David Phaelon
VFX Producer: Cal Gordon
Colourist: Muriel Archambaud
Director’s Representation: Marisa Garner
Commissioner: James Hackett
Labels: Ram Records, Virgin EMI
The Beak Street Bugle: What do your Young Director Award wins mean to you guys?
Joe Walker: It means an enormous amount! The YDA awards have an amazing reputation as talent spotters so to have not one but two our directors awarded by them is a massive honour.
BSB: Why do you think you won?
JW: I think the reason why Remy and Jim did so well with these two particular projects is that in both cases they're trying to come up with fresh approaches to the whole music video format, which turned out to be a really good fit to the YDA's remit to celebrate originality and creative bravery.
In Remy's case he took a fairly familiar music video trope – the lifespan of a relationship – but by breaking this arc down in a series of statistical snapshots he found a new and funny way for people to connect with this idea that I don't think we've seen before. James Hackett the commissioner fought really hard for the idea and I think we ended up with something really striking.
Jim's video for Django Django (which was produced through Vice before Jim joined us – big up Vice!) on the other hand is a straight up ob. doc. There's been a massive boom in reality-based videos that seemed to come off the back of Bob Harlow's amazing Feel The Love for Rudimental a few years ago but I think pieces like this that are genuinely observational and unreconstructed are still pretty rare. In this one I think Jim made something really special. It's way more than just a visually exciting spectacle; it's a really human portrait of a subculture that we don't normally get to access. I think they're both really exciting new directorial voices, we're massively proud of them.
BSB: Can you describe the journey of Able&Baker up to this point?
JW: It's quite a short story really, Able&Baker just celebrated its first birthday. The company was set up as a kind of incubator for new talent for our parent company Park Village.
Initially I think we conceived as ourselves as a music video imprint but pretty quickly the type of work we were able to sell our guys in broadened right out and we've come to overlap with Park Village on content.
I feel like we get to operate at a kind of sweet spot in that we have the freedom to define our own identity but on the other hand we have really strong and long-lasting relationships to with agencies and clients Park Village has developed over years to draw upon in developing our directors. We're trying to keep the roster small and diverse, we're got a couple of new signings to announce over the coming months we're really excited about.
Executive Producer: Jane Third
Producer: Posy Dixon
Director: Jim Demuth
Editor: Iain Pettifer
Colourist: Chris Rodgers (Splice Post Production)
Production Manager: Bree Horn
BSB: What’s been most difficult?
JW: Coming up with a production company name is pretty dry. I chanced across Able and Baker (the first two monkeys to be launched into space by the Americans in the 50s) in an inflight magazine on the way out to our first LA job with Remy and breathed a massive sigh of relief.
BSB: What’s been most surprising?
JW: Uncontroversially, I think the most surprising thing has been the double award win at the YDAs! The timing was amazing, we were literally sending out the invites to the first birthday party when first one then a second email from the YDAs came through to let us know we'd won a prize. It's been an incredible year for us, we're really excited to see what our directors will do next.
BSB: What have you got your eyes set on next that you’re not doing right now?
JW: The next big thing for us is long form factual content for broadcast. We've got a slate of projects being worked up for commission, there's one in particular we're really excited about which we've just attached Wellcome trust development finance to, hopefully coming soon to a small screen near you.
We've also been developing a digital strategy campaign with Ivana Bobic for a Russian couture department store we made a fashion film for last year. As film-makers this is a totally new way of working for us and while we'd be lying if we said there were times we didn't miss the mediating influence of an agency the scope to develop something bigger than a single stand alone film right from the ground up is pretty fantastic.