Directed by Rupert Sanders - creator of oddities and postmodernist advertising Bashny.Net

Rupert Sanders, three years working on MJZ, and 5 years before at Omaha Pictures, a very special relationship with special effects and computer graphics.
They are present in each of his work, and so strange and unusual for our perception connected with real footage and real world in general, that it's tempting to assign him the honorary title of & quot; postmodernist advertising ". Or "the main advertising cyberpunk».








Sanders, 35, and he's still playing. Not in the toys and games in mind. CG and FX creates in his commercials is not so much spectacular image as a feeling of "real nenastoyaschesti" cold light on the back and - simultaneously - a proper understanding of the idea.


Combining postindastriala, dystopia and following the brief caught him two of the three major game console manufacturers, seeking to create a special, nothing on a similar reality surrounding their product. Rupert was marked by two campaigns for the PlayStation3 and two - for XboX360.



One of the most surreal and just did postmodernist works - a series of three commercials for the PS3. Three spot are sverxvozmozhnosti highly anticipated game console. The series features a limit of minimalism and unexpected solutions in the plot. Roller gives nedetskiy mysticism: it seems especially creepy doll-baby, which animates PS3. And, as corny as it may sound, just hit the eggs suddenly became dark birds with Rubik's Cube, for no apparent reason exploded with a roar and paint.





For XboX one roller came about three years ago, and another campaign in 2007 - it was a series of commercials for the release of the highly anticipated game Halo 3.

Roller «Joy», for which Sanders was nominated for the DGA Awards, was a loner, nominally belonged to the entire global campaign console - «Jump In», but stood out from her neralistichnym approach. Rollers «Jump Rope» and «Water Balloons» drew the real world suddenly turned-not what it should do in the real world, and «Joy» showed a completely different world. A world in which a lot of fear, but not scary, and not the contrary - happy. Because it's a game.

The video was shot in Shanghai, Rupert says that "the world would not find other place where we have been able to realize our plans." Of course, it would be easier to do everything on computers, but Sanders did not want to make it absolutely impossible - he has hired more than 300 people who were dressed in costumes of the era Ming. Filming was difficult and easy at the same time. "The Chinese are working flawlessly. You order a giant catapult, and in the day you see her rod to you on the street. Just for a tremendous amount of labor and invention ».






In September last year, came the most anticipated game of the season - «Halo 3" for the XboX 360. By the campaign «Believe» («Believe"), in spite of the modest amount of media came up with a truly epic scale.
The creators, among which was, of course, Sanders, deliberately abandoned the usual game trailers methods: chunks of gameplay, plenty of computer graphics in motion and so on. As the game of Halo 3 is unique, unique, and it must be progress. They draw the viewer's attention to the legend that is the basis of the game, in the "heart" of the trilogy: the heroism, duty and self-sacrifice.
The protagonist of the game - Master Chief 117 John - gets in the campaign features icons, the hero of all time.
The central element - recreated in miniature scene of a fatal battle of New Mombasa. 1,200 square feet, 12 feet in height, and the height of each character of the scene from 8 to 12 inches, and there are hundreds of them, is made by hand.






"This work is directed - to limit the damage. You must have a very good sense of mechanics, and the toga you will not have problems in the work ».
It's hard to somehow speaks friend, but if you look at some of his works from the inside, then it becomes easier to understand. For example, in the movie «Great Return» to Nike had to be different to show movement to convey its diversity. Sanders 50th armed with video cameras, placed them at different angles, nasnimal, he said, "from 380 to 500 hours," and then glued to this unimaginable amount of material is moving forward stutter.




In the video «Lava» for Guinness, which appeared in 2002, Sanders was shooting the epic destruction of the city for 3 weeks. He has to get involved in the video only 10% of the graphics, everything else - live recording. Comedy details that give the video, more vitality, such as exploding barrels of Guinness, half-dressed aunt and villagers dancing in the midst of chaos - his idea.




Robert Campbell, Managing Director of Productions Outsider, which also collaborated Rupert, says that the main thing that allows him to work as he does - it is an analytical mind. And the Sanders says that it is a merit of his mentor and producer Tony Kaye, with whom they met in 1995: "He taught me many tricks of the business - how to be visible and present how to make videos like little movies, little pieces of art."





The whole campaign of 2008 BBDO New York for Monster.

It was Tony Kaye noticed in the design department of a college graduate of St. Martin's directorial potential and drove him from the United States back to London so that he has engaged in the business. Sanders walked on agencies and show his ideas, but he did not have any of their implementation, so welcome it provided the coldest.

"I realized that I was going nowhere because I could not show any of that, I thought, I can do. So I came up roller for Sony Walkman and persuaded friends to remove it ».

He came to the agency BMP, which led then this brand, and showed them the spot, filmed over 800 pounds. The agency is very happy, buy movie 35 000 pounds and released it on the air. Flushed with success, Sanders returned to the States and began to shoot for the one who spotted it something that defined his life. And then, when Kaye closed its production, he went to work for his friend and long-time partner, Robert Campbell, Outsider in the UK market and Omaha in the US.


Robert Campbell: «It does not matter what it was a draft. I was sure that Sanders will make a good movie. He is an example of perfect balance between a clear logic and crazy creativity. And most importantly - Rupert never get into the fire. At first he thought about how this can be done ».






Another striking example of thoughtful Productions - video «Arboretum» for the garden areas of Sears, he won gold for graphics on the Clio Awards 2007.
Minute spot opens frames garden filled with ordinary life: birds, beetles, snails, frogs. And suddenly the garden begins to bloom, though not the usual flowers and plants in the form of a line of garden products from Sears: tool kits, drills, shears, lawn mowers and parasols.
The goal of a huge team behind the roller, show details of the garden close-up, most harmoniously fit the shape, size and texture of each product by Sears in existing plants. The agency says that all effects are based on the nature of natural plants.
Kim Mohan, senior producer, Y & R: «If the proposed Sears to introduce the product in the movie it was impossible to pass naturally through the plant, it was rejected. By the way, did you notice that the petals of water lilies actually shovel? At Sears, we did not say that they want to show a shovel, but they look great. They are "in the subject." The shape and thickness of the shovel even correlate with what can be found in the petals of lilies ».
Especially for shooting video was lined garden, which were taken almost all the shots. Only one scene - with red umbrellas - was filmed on lokeyshene.




"Directing seriously deal with every day. You did not seal that throws the ball. But you have to take pleasure in their work ».
 

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Other directors MJZ on site:

Fredrik Bond


Tom Kuntz

Dante Ariola

Nicolai Fuglsig

Spike Jonze


via / kreativnyj_obzor / 2007/11/20/21069 /