WORLD: My Portfolio - Noam Murro

Bernardo Bertolucci was an early influence on the New York-based director Noam Murro, whose diverse portfolio echoes the Italian director's eclectic films. Murro's styles are many and varied, from mock-schlock horror in "birthday", his gothic homage to The Sixth Sense for Got Milk, to the slickly executed "sheet metal" for Saturn.

"Sheet metal" features people, rather than vehicles, on the roads, emphasising Saturn's focus on drivers as opposed to cars. "It was a fantastic idea from Goodby Silverstein & Partners," Murro says. Los Angeles City Council granted permission to shut down the freeway, enabling a helicopter to film 800 extras. "Good ideas are easy to shoot," Murro says. "However, there were moments while shooting this when I asked, 'Is this going to come together?' I was the classic, self-doubting, neurotic Jew."

This is a far cry from the cocky child who, when growing up in Jerusalem, used to throw eggs from his balcony at passers-by. He revisited this childhood experience when he directed "the devastator" for PlayStation 2. In this ad, the devastator tool from a PlayStation game causes chaos in real life.

"It had to feel as if it was done in one take," he says. "It needed a homemade quality, so that you are shocked when it blows up."

More of Murro's playfulness can be seen in the Tango ad "helmet", where a man is yanked into the sky by a magnet while wearing a helmet crammed with oranges that liquify into Tango. "Tango was interesting as it has such a history, but the challenge here was to make it new."

Murro displays a gentler style in an ad for the French postal service, La Poste, where a baby is passed from person to person. "The idea is about trust, as it mimics what happens when you put a cheque in the mail. Part of the trick was making sure there's a human touch, so that it moves you and makes you feel something. Advertising lacks that as a lot of it is showmanship."

Murro is currently working on a feature film which will be a sequel to The Ring. He co-launched the production company Biscuit Filmworks in 2000 with Shawn Lacy Tessaro. His portfolio can be seen at www.biscuitfilmworks.com.

Noam Murro was talking to Lucy Aitken.

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