Why we're loving ... Keith Schofield director, Caviar
campaignlive.co.uk, Thursday, 13 September 2012 08:00AM
WHY: Schofield, the director of last year's Emmy-nominated "the bark side" for Volkswagen, has recently finished filming The Sun's ambitious 90-second, spoof single-take spot, "get involved", for Grey London.
The Sun's 'Get Involved' campaign by Grey London
HOW: He says: "There have been so many amazing single-take spots. Early on, we realised we'd never be able to top the best ones; so we thought it might be funny to make almost a spoof of single-take videos. And so we conceived a bunch of ideas where the cuts were hidden with really cheap tricks - like having our main guy walk into a truck and exit a phone booth and a stunt double wearing a helmet and goggles. It's funny when people talk about it being a seamless take because we deliberately tried to make it so obviously not a seamless take. Ultimately, the tone and the energy of the spot feel consistent throughout, and I believe that's what drives it. In terms of the cutdowns, I came up with the idea to begin and end our ad the same way. This means we needed a 'wormhole' that would bring us from one section to the next. I spent what seems like weeks working in an Excel document to figure out the perfect path structure for all three spots. It worked out in the end, but we ended up having to do multiple versions of sections where our hero would have to enter one thing or exit something else."
Inside Schofield
How did you get into directing? I got a video camera in eighth grade and never stopped. Also, watching MTV in the mid-90s was pretty inspirational: Spike Jonze, Michel Gondry, Jonathan Glazer and so on.
What are you most proud of? I've got a soft spot for the music videos I've done that have taken on a life of their own online: Duck Sauce's Big Bad Wolf and Charlotte Gainsbourg and Beck's Heaven Can Wait.
What inspires you? I used to say "random shit on the internet", but lately that's got me nowhere. So how about clouds?
Who is your favourite director? The Coen brothers.
Tell us something unusual about you. I have never been in a submarine.
This article was first published on campaignlive.co.uk
Additional Information
Campaign Jobs
- Group Account Director - digital - financial brand - LONDON - £75k + bens Barker Graves Up to £75k + bens, Central London
- Account Manager - various accounts - up to £30k + bens Barker Graves Up to £30k plus bens, Central London
- SAE/Junior Account Manager Barker Graves £25-£26k, London
- Account Manager - Entertainment - South Bank - £30k + bens Barker Graves £30k + bens, Central London
- Digital Account Manager - website updates - up to £30k + bens Barker Graves Up to £30k plus bens, Central London
Most viewed
- Blippar connects disjointed families, says MEC executive
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
Most commented
-
What we can all learn from how Daft Punk won the web
For an industry supposedly in demise, the music business is leading the way when it comes to generating social currency. And, for the savviest of social marketers, generating sales as well.
