There are probably as many production companies now as there are agencies and maybe as many directors as there are creative teams. And this is the big issue. Are there enough creative directors and TV producers big and bold enough to go with them?
Convincing clients to take a risk is generally down to either budget or plagiarism. Creatives sometimes see a test film or video and rip it off, guilt sets in, "and action" someone got a big break. Thankfully there are still the agencies, producers and clients that don't see it that way.
To convince a client to go with someone new, you need trust and a track record. Agencies such as Bartle Bogle Hegarty, Fallon and Mother have the track record. BBH must have launched hundreds of directors on their jolly way to the bank because its clients believed in it, its scripts, choice of director and production company. You only have to look at Levi's to name one history reel where the not-so-famous names of the past are now the big knobs of today.
There are some very good pieces of work on this reel, some seriously good. Tom Carty is already an advertising superstar and with his work for MTV's peace campaign it looks like he's going the same way directing.
Nicolai Fuglsig's Audi "bull" will not harm him (BBH again). The short film by Alexander Kok Hwee, Angela's Ashes, is just mesmerising. Yannakis Jones' little Penthouse film is very funny. Christian Loubek's ad for VW is put together exceptionally well. In Campaign last month, I gave Nick Gordon a rave for "1 Extra" - my opinion hasn't changed.
Now I'll put my advertising head on and talk about animation. I love animation, I used it on Orange a few times and it gave us another direction. Unfortunately with animation, some clients still see Tony the bloody tiger Frostie ads, and when you mention it as a direction, they just don't get it. For some reason they think they won't be seen as big, worldwide corporations - so what do they do? Do what the next guy does. The work here deserves to be used for something original. "Dog" by Susie Templeton is haunting and soul-searching in the style of Ken Loach. Leigh Hodgkinson's short film Novelty is a great compilation of live action, stop frame and animation. It's full of colour and ideas. Clark's shoes should use it for their kids campaign. Finally, the piece by Gaelle Denis called "fish never sleep" is just a lovely oriental journey. If it was five years ago, I'd have nicked it for Orange. With Gaelle's creative assistance, of course.
This reel has lots to get the creative brain thinking. Yes, there is the odd pretentious short film and the usual three blokes and a drummer video but as a creative director, I wouldn't be surprised if some of the people on this reel will be mentioned in the same breath as Budgen and Glazer. I do hope so.
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