High Five: November

November 11, 2014 / High Five

By Alex Reeves

Style and theatricality were used to their full in this month’s best advertising.

We know everyone’s getting their baubles in a twist over the Christmas ads already, but we’re saving our festive spirit for now. There’s only so much to go around and it’s important to pace yourself. We’re easing ourselves into it with just one Christmas cracker this month, alongside a handful of other delights of advertising.

Brand: Google
Title: Through Glass
Production Companies: Academy / A+, Decon
Director: FKA twigs
Production Company Producers: Morgan Clement, Anton Mallie
Director of Photography: Jackson Hunt
Ad Agency:  Anomaly
Creative Director: FKA twigs
Creatives: John Downing, Matt Knapp
Editing Company: Final Cut
Editor: Sarah Iben
Sound Company: Factory
Post Production Companies: Framestore, Finish

Google – FKA twigs

Brands have done music videos before, but usually they’re either irrelevant because the music is terrible or they’re little more than product placement in a popular artist’s next promo. This is a different approach – a commercial that splices bits of songs from Mercury prize nominee FKA twigs with a powerful and creative visual demonstration of the Google Glass product. Directed and performed by the artist herself, it feels like a true creative collaboration, and while the cuts between the two tracks are a little jarring, it’s undeniably cool.

 

Brand: H&M
Title: You Vs
Production Company: Good Egg
Director: Tell No One
Production Company Producer: Adam Smith
Director of Photography: Alex Barber
Ad Agency: H&M Red Room
Creative Director: Donald Schneider
Art Director: Sandberg & Timonen
Agency Producers: Anna Granditsky, Strange Cargo
Editing Company: Final Cut
Editor: James Rosen
Post Production Company: MPC

H&M – You Vs

We’ve all seen those long, languorous fashion films full of pouty models mincing around over-art-directed locations, usually with no decipherable message or story. This isn’t a million miles away – it’s still recognisably a fashion commercial for Alexander Wang’s collection at H&M and the people in it are definitely a little pouty, but there’s a dynamism here that this category rarely sees. While maintaining a sleek, health goth aesthetic, mysterious directing collective Tell No One have made a film with both guts and glamour.

 

Brand: Halfords
Title: Street Rider
Production Company: Somesuch
Director: Aoife McArdle
Production Company Producer: Dougal Meese
Director of Photography: Andre Chemetoff
Ad Agency: Mother London
Editing Company: Final Cut
Editor: Dan Sherwen
Sound Company: 750mph
Sound Designer: Sam Robson
Post Production Company: Finish

Halfords – Street Rider

One of the first Christmas ads to hit our screens, this charmer from Halfords isn’t out to grab any headlines. It’s just a straightforward ad made with the utmost expertise at every level. Built on the pure idea that there are few childhood joys greater than riding a new bike down your street, everyone involved has proceeded to make a top-quality film. It’s fun, beautifully shot and edited, accompanied by a great track and its bright, frosty grade will help it to stand out from all the cosy warmth we’re going to be smothered in by Christmas Day.

 

Brand: Honda
Title: The Other Side
Production Company: Somesuch (and Digital Production Company: StinkDigital)
Director: Daniel Wolfe
Production Company Producer: Dougal Meese  
Director of Photography: Robbie Ryan
Ad Agency: Wieden + Kennedy London
Creative Directors: Scott Dungate, Graeme Douglas
Creatives: Scott Dungate, Graeme Douglas, Paul Knott, Tim Vance
Agency Producer: Lou Hake
Editing Company: Trim
Editor: Tom Lindsey
Music Company: Wake the Town
Composer: Bobby Krlic
Sound Company: Factory
Sound Designers: Anthony Moore, Tom Joyce
Post Production Companies: The Mill, Framestore

Honda – The Other Side (Click for the full interactive film

This triumph of interactivity works so well because of its elegant simplicity. The idea is easy to get your head around – two opposing versions of a driving sequence, one of which shows whenever you hold the ‘R’ key – but the result is utterly compelling. A brilliant way to capture the contrasting spirits of their Civic range, the impression it ultimately leaves is of a film engineered to the highest quality.

 

Brand: Woolmark
Title: Lost & Found
Production Company: Neon
Directors: Tom Bridges, Roland Woolner
Production Company Producer:  Rebecca Vine
Directors of Photography: Paul O’Callagahan, Simon Hammond
Ad Agency: Neon
Creative Directors: Roland Woolner, Charlie Cassidy
Editing Company: Neon
Editor: Tom Bridges
Music Company: Box of Toys
Sound Company: Box of Toys
Post Production Company: Neon

Woolmark – Lost & Found

A brilliant example of the transformative nature of good filmmaking, the folks at Neon have made something as prosaic as a piece of wool into the star of its own textile odyssey. Close-ups and slow motion follow it on its journey from fleece to finished garment, turning the processes involved into epic clashes and trials, creating something faintly mythological. Considering hairs and fibres were once the nemesis of 3D animation, the mixed-medium approach here is very impressive, too.

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