Park Life. A park in a Brussels suburb. Peace and quiet? Is silence really that silent? I worked harder on perfecting the sound of this short film than the images. We Iive in a a media saturated world with a never-ending stream of information screaming for our attention. Nature’s whispers can be just as compelling. All we have to do is listen.
It had to happen. It’s happened. Luxurious car maker, Bentley, shoots a short film entirely with iPhones and edits using iMovie on an iPad Air. More of a commercial for Apple one would think. The result is interesting enough to bring a rather pedestrian script to life. It looks different from most car commercials – an achievement in of itself – most car scripts and productions are so predictable boring these days. The gimmick of using iPhones etc. is a bit disingenuous, as little attention is given to the use of expensive lenses and equally expensive camera crews, who are seasoned professionals, who know what they are doing. Professional people make things look good, not professional gear. Sorry gearheads.
Not strictly a post about photography – but this is too good not to share. Everybody is saying advertising is dead. But reports of its death have been greatly exaggerated – and animator, Alvise Avati, proves it. A master class in how advertising should be conceived, written, directed and produced. Everything starts with an authentic insight – however small. Written and directed by Avati – he does a brilliant job in bringing this insight to life. That was the good news – the bad news is that no brand manger approved this; and sad to say, probably never would. The commercial exists exclusively to showcase the talents of Avati and the London based production company, but in the process, it has highlighted how banal and uninspiring the ad business has become. Brand managers and their creative agencies take note.