Tag Archives: Commercial

Editor Ran Ro uses fashion as means of storytelling in new video

Born and raised in South Korea, Ran Ro loves being a film and video editor. She enjoys arranging different shots together to tell a cohesive story, especially when a project largely relies on sound and music. As an editor, she gets to create moments between characters and helps the audience feel and see the world from the perspectives of those characters, and that, for her, is pretty special.

“Editing for me is almost similar to speaking in public except I get to trim or cut out parts that aren’t necessary before the speech happens. I’m a terrible public speaker though so editing is a much better way of communication for me because I can then finesse the ‘speech’, so to speak,” said Ro.

Ro has become a leader in the editing industry and recently has worked on many prolific projects, including a commercial for BackBeatRags celebrating their environmentally-friendly clothing line as well as a series of videos for Tastemade, creating culinary travel videos for digital distribution across all platforms, from Facebook to Instagram and everything in between. The highlight of Ro’s career, however, came just last year after her film In Between premiered and was recognized at film festivals around the world.

“It was very meaningful to me since the project was written based on my childhood experience of growing up with my grandmother. I was initially very hesitant to make the film, especially with difficult scenes that were set in otherworldly places and were complicated to execute. But with the help of my crew, we were able to make it happen and it was rewarding to see that the viewers resonated with the story,” she said.

Earlier this year, Ro collaborated with Elite Models to create a teaser video showcasing the new face of the agency. After noticing a lack of videos for the Los Angeles based branch, the director and Ro reached out to Elite Model Management and pitched an idea about making a showcase video for the new models at Elite. Once the project was approved to be made, Ro reached out to a team to get them on board, and the work began.

“It was incredible to work with such a passionate team and help Elite Model Management to showcase the new models by making content with beautiful imageries and a high production value,” said Ro.

Elite Model Management is one of the top agencies worldwide, and Ro recognized the need for a high-production value video for their marketing. The main goal on this project was to highlight the natural beauty of the models. Ro and her team had an idea of building a spacious palace with sheer linens where the sunlight would diffuse through them. She worked on making a visual treatment together with the director, pitched the idea to the management, and also found the music piece that best complimented the video. Also acting as a producer on the project, Ro recruited many that she believed would be a good fit.

Knowing that her editing would be driven by the music that would be chosen, Ro communicated with the cinematographer about the pace of the music, which affected his decision on the use of slow motion effects. She was very specific about the speed of the slow motion and it really enhanced the editing.

By understanding the director’s vision thoroughly while still having a vision of her own, Ro was essential to the project’s success. She was involved from the very beginning, and her commitment is evident in the final piece. She made sure that every detail in the production – from styling to the choice of music – was in line with the concept that was initially pitched. Her deep understanding of the project also facilitated the editing process, as throughout the entirety of filming she had a clear idea of which shot to use and how to structure the video while blending the visuals and music together to tell a powerful story about the agency.

“In addition to the company’s immense success, I really admire Elite’s mission – they embrace diversity, change and inclusiveness – I think those are the values that we need to be reminded of as filmmakers,” she said.

Using fashion as a means of storytelling was fascinating for the editor, and she believes it broadened her horizon as an editor. She knows the importance of versatility in her career and is always looking for new mediums to explore with her talents. She encourages those looking to follow in her footsteps to do the same.

“I think it’s extremely helpful to work on as many projects possible as an editor to find your editing style and what kind of content that you want to edit. I found it very helpful to work on the administrative side of post-production, as I learned and gained knowledge about the business and the post production workflow,” she concluded.

 

 

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Producer Kegan Sant helps TELUS give back with inspiring charitable campaign

It seems funny to Kegan Sant that there was once a time where he thought he wanted to be a director. Many people going into filmmaking initially see themselves leading the film set, and Sant was no different. However, when he found his way into producing, he realized it was exactly where he was meant to be. Sant understands the nuances to the role, that it isn’t just balancing a budget. The producer is responsible for making sure every single aspect of the production goes off without a hitch. That, for Sant, is what makes it so thrilling.

“I like to be busy and being a producer, there is always something to do. No matter how simple a project is, attention to detail is everything to me. I find that fun and challenging. Not many positions offer the flexibility in schedule, opportunity to see the world and ability to employ thousands of people over short periods of time. It’s invigorating to work with different directors as everyone has unique ways of working and dynamic thought processes. It’s incredibly satisfying to conceptualize a project with a director, budget it out, execute it, and see it come to life in post,” said Sant.

Sant’s passion for what he does translates into every project he takes on. He is perhaps most well-known for his work on the Westjet Christmas Miracle, one of the first real people/real time commercials that went viral online. He also made the award-winning Grey Cup flagship commercial for the CFL, What We’re Made Of, and last year, his work on Woods Is There campaign celebrated the company’s 100th anniversary and Canada’s 150th birthday while captivating viewers across the country with stunning scenery. His work extends to film, and his movie The Bear went on to several international film festivals, taking home prizes and impressing viewers and critics alike.

Sant’s creativity is ignited when he believes in what a project represents, and his 2016 commercial for TELUS was no different. The commercial promoted #TheGivingEffect, a campaign to encourage acts of kindness. With every act of kindness, big or small, TELUS encouraged citizens across Canada to share themselves giving back to their community with the hashtag #TheGivingEffect, with the goal of having the entire nation help each other. TELUS would then select up to five individuals who took part in the challenge and award them with $5000 to donate to the charity of their choice.

“I think this campaign is important because it sways social consciousness in the direction of doing something about problems and issues they see. It lets people know that everything counts – small or big and that it doesn’t have to be material or monetary to count. Having more of that in the world is inspiring change in the right direction and I believe this stemmed from the actual employees of TELUS giving back to their own organizations, which inspired the corporation to do the same. Truly the spirit of giving,” said Sant.

The campaign began with a 90-second video with short stories ranging from an informal bottle cleanup on a beach to a young woman shaving off her long hair to support a sick friend. The tagline is “every act of giving inspires another.” The commercial was shot in over five locations in just one day in April of 2016. There was a national TV buy for this campaign and it also lived on an online platform. It was also picked up and recognized by a couple of national marketing magazines.

“I liked that we were able to defy all norms on this project, like shooting in several locations in a single shoot day with actresses that had special FX makeup, and first-time experiences like shaving their head. I liked that this project pushed boundaries and forced me to constantly think on my feet. Being able to produce a job that matched the director’s vision was incredibly satisfying and having a happy production company, agency, client and director means I did my job well,” said Sant.

What is perhaps the most interesting and challenging part of the commercial is the scene with the girl donating her hair for her sick friend. Sant had to find an actress that was actually willing to shave her head for the scene and donate her hair. He vowed that they would make it happen, despite the casting director being confident they wouldn’t find one. The director, Stash Capar, had a vision, and it involved an actress actually shaving their head. Sant made sure to deliver. At the last minute, Sant found an actress who was happy to show her support for the cause, really selling the authenticity of the piece. Because of his commitment to the project, Sant immensely impressed all those he worked with, who he now continues to collaborate with to this day.

“You know you’re in good hands with Kegan. No matter what problems befall the project, he will find solutions and the show will go on. Kegan is the hardest working producer I know.  He finds efficiencies and strategies that other producers later mimic. He is an agent of change in the world of commercials.  An example of this was the Westjet Christmas Miracle spot, which Kegan masterminded. His methods were later copied, spawning an entire genre of copycat “surprise and delight” commercials,” said Stash Capar, Director.

When Sant was given the opportunity to work on #TheGivingEffect it felt like he had come full circle. As a teenager, his first “real job” was working for TELUS in their customer service department. He remembers wondering what it would be like to produce a commercial for them one day. Getting to do so while promoting a good cause and giving back to his community was more than he could ever have dreamed of.

“It’s a great feeling to know that the project was so successful. I’m happy to have delivered a job that met the expectations of everyone involved and was instrumental in reaching people, promoting the idea of giving back. It’s on my reel as a heartfelt piece of emotional storytelling, not only for the final product itself but the messaging it shares,” he concluded.

 

Photo by Kevin Sarasom

Filmmaker Shaan Memon celebrates the holidays in commercials for Dickens Fair

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Shaan Memon

As far back as Shaan Memon can remember, his family had a VCR player at their home in Ahmedabad, a city in Gujarat state in India. Every Sunday, he would watch all of his favorite cartoon shows, and his father used to help him record the shows on video cassettes. When his father would travel to Bombay for work, he would return with movies for Shaan and his elder sister. It was then, in his living room in his childhood home, that his love of film was born.

Now, Shaan is an in-demand Screenwriter, Director, and Editor. He first impressed international critics with his work on the horror The Unreal and continued to do so with his films Fitting In and Bullied, as well as the documentary Purpose Driven Study for Dharoi Canal Command Area. He is extremely knowledgeable in every aspect of filmmaking, from pre-production to post-production, and using this knowledge to expand his skillset. At the end of last year, his work on a commercial for the Dickens Christmas Fair showed that in addition to Director and Editor, this versatile filmmaker can even take on the role of Videographer and achieve tremendous results.

“I found Shaan to be reliable, assiduous, hard-working, and intuitively creative – as well as being extremely patient in performing multiple re-cuts of the material. Shaan impressed me so much that I recommended him for other work and hope to engage his services next year on a separate video for the Dickens Fair,” said David Hakim, Producer/Director who worked alongside Shaan on the commercial.

The Great Dickens Christmas Fair is a one-of-a-kind holiday adventure into Victorian London and is an elaborate party with around 800 of costumed players performing and interacting with patrons in over 120,000 square feet of theatrically-lit music halls, pubs, dance floors, and Christmas shops. It’s a twilight evening in Charles Dickens’ London Town – a city of winding lanes filled with colorful characters from both literature and history. Enticing aromas of roasted chestnuts and hearty foods fill the air. Cries of street vendors hawking their wares ring out above the bustling crowd. Dozens of lamplight shops are filled to overflowing with Christmas gifts. The Dickens Christmas Fair is a treasured Bay Area tradition since 1970 and a splendid way to celebrate the holidays. Thousands of people attend this event every year.

“I had never visited the fair before, so the first time when I visited it, I was spellbound. They have created a different world in itself. One can never imagine what would it be inside until they visit it, and that is exactly I wanted to capture. I therefore insisted on not visiting the fair before shooting, as I wanted to feel like a traveler who is experiencing it for the first time and I captured those moments,” said Shaan.

Shaan is a multi-talented filmmaker with an outstanding about of expertise in writing, directing, editing, videography and sound design. Because he has so much experience in such a variety of roles, he is a one-man army who can execute a project as clearly and as nearly to how it was conceived during the consultation. Having thorough knowledge of different fields makes him a force to be reckoned with and proved vital while shooting this commercial.

“Every filmmaker works hard with his/her sweat and blood to make a project the best it can possibly be and make their name in the industry. I had huge responsibility as Diane Baker put trust in me and suggested me to work on this project. I’m happy that I could reach her and David’s expectations,” said Shaan.

When Diane Baker and David Hakim were trying to find someone who could make a captivating commercial for Dicken’s Christmas Fair, they immediately thought of Shaan and approached him to take the lead on the project. Initially, Hakim had planned on creating a competition to decide who would create the commercial, but after seeing Shaan’s work, he knew he no longer needed to find someone to take over.

Working closely together for the entire shoot, Shaan consulted Hakim regarding what kind of shots, pace and feel would be required. After brainstorming, they decided on getting more front faced shots of the visitors, showing how happy they were and enjoying their time. Getting the best shots of artists performing, vendors selling beautiful products, the decorations, the grandness of the fair and much more. Shaan then attended the fair with his assistant to get as many shots as possible. During the editing process, he consulted with Kevin Patterson, Executive Director of Dicken’s Fair. He edited the best possible 30-second commercial. He is now working on the 90-second advertisement after the success of its predecessor.

“This is what I love about filmmaking. I never get bored of being a filmmaker. I enjoy working every time I have to go through this process of starting a new project, working on it and at the end looking at its result. Every project takes me on a whole new journey. In this one I met around hundreds of artists working together at same place. Watching Dickens’s characters alive and performing in front of you was a treat! This project was great to work on and entertaining also. David was very supportive throughout and I’m happy that he trusted my creativity and I could deliver up to his expectations,” Shaan concluded.

Check out Shaan’s work on the commercial on the Dicken’s Fair website.

Australia’s Pauler Lam dances in Hotel Indigo’s newest national commercial

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Dancer Pauler Lam

When Pauler Lam was 14 years of age, he did what most teenagers did to entertain themselves at the time; he watched MTV. Upon seeing the music video for Jason Nevins & RUN DMC’s hit song “It’s Like That”, the Australian native watched the two teams featured in the video breakdance, battling each other and executing incredible dance moves. It was from that moment on that he knew he wanted to learn how to breakdance. From there, he practiced almost every day with his high school friends, doing back flips and dancing on the grass. He began watching music videos not just for entertainment, but to watch the dancers and study their moves. He came across Korean Pop (KPOP) videos, which were filled with outstanding choreography, only expanding his passion from breakdance to dance itself. Now, he is trained in multiple genres, and as a celebrated Bboy who is also extremely skilled at Hip Hop choreography, he has achieved his dream that he set out on at just 14.

“For me personally, I love being a dancer because it is fun, and it is the most genuine and positive way that I can express myself as an artist. I love the feeling of bringing music to life through movement. It is when I am the happiest. I love performing too, whether it be on camera or for a crowd of people. I also love making people happy when they watch me dance and perform. I am confident in my skills as a performer that I know that I can make people enjoy themselves while I dance.

Lam quickly rose to fame on the 2016 season of Dance Network’s hit show Steady Mobbin’, where he was a principle dancer for several episodes, and in one episode had a feature about his life and career. Since then, he has been in several Buzzfeed dance videos, amassing over a million views each, and a national commercial for American Crew. Despite such success, the highlight of Lam’s career came when he danced in the national commercial campaign for Hotel Indigo last year.

“What made it the highlight for me is that I, an Asian male, was cast to be the star. This is a big deal to the Asian American community in Hollywood. We, as Asians, are usually cast to play stereotypical roles or aren’t considered appealing to the mainstream media, so this definitely was the highlight of my career. After speaking to the team behind the project, I knew that they believed in me because of my skills as a dancer and performer, and did not care about image,” he said.

Lam was cast to play the lead role in the project, where he was followed dancing around the hotel and the surrounding attractions of Los Angeles. There were hundreds of applicants for this lead role. The production team needed the best possible candidate out of all those applicants, and Lam was the stand out. He had sent footage of himself dancing, videos showing his personality, and several photos. It wasn’t long before he was approved by all parties to lead the campaign. Everyone believed that he was the best candidate for the project and that he would be able to bring their vision to life through his artistry as a dancer. His high level of skill and versatility as well as his vibrant on-screen performance and personality that were shown in his video reel and resume made him the right choice.

The commercial, which premiered last September worldwide, was a large success for the Downtown Los Angeles hotel, and Lam’s dancing was a large part of that. His work ethic was also vital, as he is someone that can adapt quickly to any situation. He has a tremendous positive mindset, something he considers one of his best assets outside of his sense of rhythm.

“Pauler and I were like a dream team when it came to this campaign. His incredible skills as a professional dancer are out of this world. We spent a few days together planning and mapping out some dance moves and camera shots so we would all feel comfortable come shoot day. Pauler was able to make my vision come to life through his art and movement and I couldn’t be any happier with the result,” said Harrison Winter, Director of the commercial and Filmmaker at Co.Mission Content.

Winter hand-selected Lam to played the lead role for his project. They began with Skype meetings along with the producer, Dan Tundis. After easily agreeing on what they all wanted for the shoot, they spent two days together location scouting and rehearsing ideas on the spot regarding choreography. The teamwork between the three of them made everything very effortless for Lam.

“It really meant a lot that Harrison and Dan both trusted me with their vision. They even went with my recommendations for other people to be used on the shoot as other featured dancers.

Because we got along so easily and well, come shoot day, it made everything very smooth and fun. The hotel clients were also present and it didn’t take long for them to relax and trust in all of us too after seeing what we were capable of,” Lam described.

Any suggestion that Lam had for dance moves that he could perform, he was able to execute them easily, which highly impressed everyone he was working with. His friends, Bianca Vallar, Alvin De Castro, Savannah Marco, were other dancers featured in the commercial. In the end, they were all able to achieve the best possible result that they could have with the project. Working with Harrison Winter, Dan Tundis, Kris Young, Sam Nuttman, and everyone at Hotel Indigo made the experience for the principle dancer.

“I loved being able to showcase my personality and skills as a performer on such a large platform. Hotel Indigo is an internationally recognised establishment. And for me to play the lead role in their campaign was such a blessing,” said Lam. “I also loved working with all the people involved in this project. From the production team, the clients, to my friends who were featured dancers. We all did our best to achieve the best results for this project. It was a big validation on why I love being a professional dancer.” 

Lam knows that dance is a tough industry to break into, and he is extremely grateful for the success he has achieved. He never gave up on his dream, even when it seemed like it was the easy way out. However, he believes the best way to achieve success as a dancer is to simply be yourself, and to have fun, and working on this campaign gave him to opportunity to do both.

“It feels absolutely incredible knowing that people all over the country saw my work on this project. I love how the campaign turned out. I feel it definitely captures myself as a person on camera and I hope it makes everyone watching as happy as it made me feel performing that day. It’s work like this why I love doing what I do for a living. I wouldn’t have it any other way,” he said.

You can watch Pauler Lam’s impressive dance skills in the Hotel Indigo commercial here.

Isabella Richardson helps prevent youth suicide with moving work in Beyond Blue Commercial

Isabella Richardson was just nine years old when she realized what she wanted to do for the rest of her life. The Australian native realized then that she could have fun whilst doing what people would call a ‘job’. She realized she could inspire people, make them laugh, and make them feel emotions they didn’t even know were there. She loves that she can move people, and encourage them to follow her dreams the way she followed hers.

Richardson has quickly become one of Australia’s best young actresses. Her performance in seasons two and three of You’re Skitting Me have earned her an expansive fan base, and her role in the film Next of Kin received critical acclaim. Just last year, her work on Sprite’s commercial garnered international attention. However, Richardson often chooses her roles for the message they convey, and her work on the 2014 commercial for Beyond Blue helped shed light on an important issue.

“I was very attached personally to this project due to the nature of what it entailed. Depression and anxiety are a huge factor in today’s society, and I wanted to be a part of spreading the word, and having people know it’s okay to talk about these things to your loved ones,” said Richardson.

The commercial evolves around six teenagers explaining youth suicide prevention to the camera, showing the message of, “If you’re worried about your child, the best way to find out if something is wrong, is to ask”. The commercial encourages parents to look out for warning signs of suicide in young people, showing the importance of showing children that they have a support system that is always willing to listen to what they’re going through. It can be a challenging and uncomfortable conversation, but it could make all the difference to a child’s life.

“I believe this message behind the commercial was so important because we were reaching an audience that needed help in understanding why their loved ones felt a certain way and what they could do to help. I was really proud to work on something with such a powerful message that could actually help save someone’s life,” said Richardson.

In the moving advert, Richardson plays the role of Katie. Katie is a 17-year-old skater kid, who has a careless outlook on life. She doesn’t have many aspirations in life and doesn’t care to have any either. Katie wears clothes to reflect her personality, such as t-shirts, ripped jeans, converse and collared flannels. She lives in a housing commissioned area where her parents are trying their hardest to pay the rent, whilst Katie reluctantly contributes by working a couple days at the local supermarket. Katie mostly hangs out at the skate park to escape her home life. Although she seems careless and selfish, deep down inside she just wants her parent’s attention and affection. In the scene, she goes to the skate park to escape her parents from questioning her quality of life. The dialogue revolves around informative info to parents who may need help understanding if their child does have thoughts of suicide and are depressed.

“It was a real reward to know we were breaking down the stigma around depression and suicide by spreading the word through a commercial,” said Richardson.

Filming at the skate park provided some unique challenges while shooting that Richardson was quick to overcome. Shooting scenes in a skate park on a weekday allowed the actress to see some of the hardships of skateboarders and their need to skate. However, the noise this caused while filming created some difficulties, but Richardson used the noise to help fuel her character. Even some of the harassment she received from the skateboarders at the park provided an insight to her character.

“The actual situation of getting into character was quite easy. I just pretended I was talking to a best friend’s mother who wanted to understand why her daughter was feeling a certain way, and what she could do to help. I felt engaged in the character and knew exactly what I wanted to evoke from her,” she explained.

From the moment she auditioned, Richardson showed all those she worked with what she was capable of. The director was immediately impressed, noting how nice it was to see someone chatting to the camera like a real person, loving Richardson’s signature naturalistic approach. This was necessary for the success of the commercial, with such a tough subject needing to connect with those going through what she was portraying.

“Isabella is an actor in the Beyond Blue commercial ‘Preventing Youth Suicide’. Naturalism is a strong point for herself when bringing compelling reality to a character and their emotions behind their words and actions. This particular commercial was incredibly personal to her for multiple reasons, so being able to apply her true emotions and experiences to her character was very important in making the character and commercial feel realistic. This particular commercial was incredibly personal to her for multiple reasons, so being able to apply her true emotions and experiences to her character was very important in making the character and commercial feel realistic,” said Nicholas Carlton, the director of the Beyond Blue ad. “Isabella is incredibly natural in the way she applies herself to the character, and I truly believe she will have every success her heart desires, because she’s not only dedicated but very talented.”

The commercial premiered on Beyond Blue’s Facebook page, website, and YouTube channel, and had a very successful social media campaign, connecting to a large number of people through the ‘Preventing Youth Suicide’ project. The success of the commercial, for Richardson, is not measured in the number of views it received, but rather the effect it had on its audience.

“We were spreading the word about something very close to my heart, and maybe even helping some people along the way, and that is the most pleasing part,” Richardson concluded.

Art Director Mark Nicholson brings authenticity to award-winning Adidas campaign

Creativity has always been a fundamental aspect of Mark Nicholson’s life. As a child growing up in the Lake District of Northern England, his artistic side was evident even from a young age. Over time, this childhood hobby developed into much more, and now, Nicholson is an internationally celebrated Art Director.

While working on several high-profile campaigns around the world, Nicholson’s talent has directly led to the success of each project he has worked on. He created the concept for the Bill & Melinda Gates Foundation competition to “Make millennial’s care more about charity work and causes happening around the world,” and their campaign Plight Map went on to win the prestigious Cannes Chimera Award. While working as an Art Director for the rebranding campaign of 118118, the project went on to be nominated for a British Arrow Award. He has worked on several popular commercials with the world’s most recognizable companies, such as Nike and Microsoft. He also contributed greatly to the success of the Adidas Break-up Service campaign.

“Adidas is iconic. It’s created work globally that has pushed advertising into new territory. This, combined with my natural interest in Asian culture, seemed like a match made in heaven,” said Nicholson.

Break up Service was a multi-media advertising campaign for the latest Japanese inspired safety wear fashion range from Adidas Originals. A film, print campaign and website followed a young man that worked for a fictional ‘break-up’ service and the danger that falling in love creates. The film won a Silver Cannes Lion Award at the prestigious international festival, as well as a Bronze BIAA.

“The campaign is one of my proudest pieces, the team we worked with in Japan – especially the award-winning director Kosai Sekine, it was all fantastic. Learning first-hand about Japanese culture whilst on location allowed us to adapt the script as we went, working with the Japanese team to make it as authentic, but as entertaining, as possible,” said Nicholson.

After having previous success with TBWA London on a campaign with the Chelsea Football Club and Adidas, Nicholson was immediately sought-after for the Break Up Service project, knowing that he had the exact skillset needed. As the Senior Art Director, Nicholson first created a mixed-media campaign idea and presented it to the client to secure funding for the project. He wrote the script, and oversaw storyboarding, design and branding. The project required a unique knowledge of Japanese subculture, which was a specific skillset that Nicholson possessed. After funding was secured, he was responsible for finding and collaborating with an authentic Japanese director, refining the script and making creative decisions whilst production was already underway. While filming in Tokyo, he was responsible for all on-set creative decisions. He also oversaw a fashion shoot that was in tandem with the TVC, advising on location and models. He was the creative advisor for the online content that a third-party agency was creating. There is no doubt that his work was instrumental in the campaign’s success. 

I had the pleasure of working with Mark while serving as Executive Creative Director at TBWA London. He was lead Art Director on the Adidas Originals campaign about a fictional Break-up service in Tokyo. Mark ran the project under demanding timescales and cultural challenges and he was rewarded with a Cannes Lion. It was an amazing piece of work,” said Al Young.

Because the film was set in Japan, Nicholson’s knowledge of Japanese culture proved to be a great asset. He has always had a longtime love of manga and anime, like the classics; Akira, Ghost in the Shell and anything Ghibli. He found that this, combined with his work on the Japanese influenced work I created for 3Mobile at WCRS, gave him a good knowledge of Japan.

“How wrong I was, there was so much more and it was fun learning along the way,” said Nicholson. “I had to create a huge style presentation. Introducing Japanese fashion styles, locations and cultural nuances. We introduced the client to Japanese Pleasure Hotels, Capsule Hotels and Cosplay so we had to be prepared. I researched Tokyo’s relevant scenes, modern Japanese art, designers and comic book pop-culture, and then created thorough presentations for the client. The more familiar I got with the culture the more interesting our ideas became, but I also had to be very mindful that we didn’t come across as a predictable Western brand looking into Asia. Authenticity was paramount, and luckily the culture naturally allowed itself to be weirdly authentic.”

As well as the film, Nicholson and his team ran a poster campaign that reflected a distinctive Asian art direction. They also created a commerce website dedicated to the campaign, which had several more fake content films showing Japanese fan girls humorously confessing that they use the break up service. The website even included a video from Akira himself, emotionally describing the origin of his service, when he had to tell his mother that his father was breaking up with her.

“Working on this campaign was fast and fun. The shoot was exceptionally smooth. The planning was exceptional, and the final product was amazing,” said Nicholson.

With all the work that Nicholson did, he still managed to overcome the “all work and no play” mantra, taking advantage of his surroundings.

“It was my first visit to Asia so that was an experience that had been a long time coming. Outside of filming, I was able to absorb the local art, animation history, and the Godzilla museum,” he concluded.

You can watch the Adidas Break Up Service film here.