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Beloved "of the Cannes jury 'Joao Daniel Tikhomirov
Brazilian with Russian roots Joao Daniel Tikhomirov loves wine, women and life. It is not known exactly how it affects his work, but in the personal collection of filmmaker Tikhomirov six times more "Cannes Lions" than the whole Russian advertising industry together. Over 36 years of experience in advertising, he learned exactly guess that like a grand jury.
"Cannes jury too good to me" - Joao flirts. He himself in the jury met several times. Session, probably for good reason: after many years of work, he came to the conclusion that the main thing in the movie - a strong idea. Strong idea will work everywhere - in 30 seconds and 30 minutes, and in the mobile phone. Joao is currently the second most award winning director of the world, and unlike many other prizes at festivals, he did not take the budget of their movies. In order to create such efficient solutions in 2003, Tikhomirov has combined its own production studios Jodaf manufacturer of soap operas and serials Radar TV. Later they were joined by a third partner - a company specializing in filming documentaries Grifa. So a group of companies Mixer.
Joao highlights three criteria by which we can determine a good idea - to be a quality product concept, the idea is to surprise and to be extremely simple.
Ideas are different. Brilliant ideas appear very rarely. Of course, when there is a great idea, it should be required to use, do not miss the moment. Often, the most brilliant ideas are so simple that the question - "how did it before me had not occurred?". In the case of a brilliant idea there is only one danger - complicate the video, it is crammed with unnecessary things in the pursuit of creative self-realization and self-admiration. You just have to remember that a good movie - not necessarily a complicated movie.
But there are other situations when talking about the idea of «not so good». This is one of the most interesting cases, because the director, in fact, given a chance to pull the video, grow it. This can be achieved in various ways - by shooting at the time of production, can be found through yield unusual light, sound, video, music ...
It is important to approach the idea as a challenge. Then the director can not on the basis of the most brilliant ideas to make a brilliant movie. Examples of such advertising - roller for Honda - «Skirts" video "starting gun" for the brand Misuno.
There is only one case where the idea is to give - when a bad idea. In this case, it will not save anything, and we have to run away from it as quickly as possible.
According to Mr. Tihomiroff today in Brazil look like advertising, not only professionals, but also people who are far from advertising. Probably because like advertising. All the Brazilian advertising industry, which is now recognized as one of the most interesting and having your face and style, was the recognition of almost 30 years, and the Mr. Tihomiroff his first lion was only after 7 years of presenting their work at the Cannes Advertising Festival.
A few years ago, Mr. Tihomiroff along with ten colleagues, top personalities in the field of cinema, television and advertising, created a holding Mixer. Companies in the holding company can produce almost everything. All known to date audio-visual products: from advertising to documentary films. In work on any project in the Mixer taken hold brainstorming required, involving not only advertisers but also specialists "okoloreklamnyh" professions, such as artists or architects. Because of this it is possible to obtain and develop more ideas and concepts, get fresh and sometimes unexpected ideas.
Brazilian advertising industry has grown up in its bosom a huge amount of talent, who are now working in television, film industry, in the field of documentary film and video. Former assistant Tihomiroff, now works as a director, scriptwriter, cameraman and producer not only in Brazil but all over the world, not just getting the recognition and the Oscars. Himself Mr. Tikhomirov decided to make his first feature film, for which shooting starts soon. Will this movie masterpiece?
Lego - Famous Children
Gradiente - Leds
Reckitt Benckiser - Wind
Pepsi - Love For The Jersey
Pepsi - Little Boy
Renault - Heartbeats
O Site Entretenimentos Ltd - Punk
O Site Entretenimentos Ltd - Restroom
Henkel - Goalkeeper
Companhia Athletica Gym - Crying
VW - Clone
Mini Cooper - Counterfeit
Read also interview with the Russian director.
According to the magazine "Advertising Industry" and Mediaguide.
via www.mediaguide.ru/?p=news&id=444bd3e0
"Cannes jury too good to me" - Joao flirts. He himself in the jury met several times. Session, probably for good reason: after many years of work, he came to the conclusion that the main thing in the movie - a strong idea. Strong idea will work everywhere - in 30 seconds and 30 minutes, and in the mobile phone. Joao is currently the second most award winning director of the world, and unlike many other prizes at festivals, he did not take the budget of their movies. In order to create such efficient solutions in 2003, Tikhomirov has combined its own production studios Jodaf manufacturer of soap operas and serials Radar TV. Later they were joined by a third partner - a company specializing in filming documentaries Grifa. So a group of companies Mixer.
Joao highlights three criteria by which we can determine a good idea - to be a quality product concept, the idea is to surprise and to be extremely simple.
Ideas are different. Brilliant ideas appear very rarely. Of course, when there is a great idea, it should be required to use, do not miss the moment. Often, the most brilliant ideas are so simple that the question - "how did it before me had not occurred?". In the case of a brilliant idea there is only one danger - complicate the video, it is crammed with unnecessary things in the pursuit of creative self-realization and self-admiration. You just have to remember that a good movie - not necessarily a complicated movie.
But there are other situations when talking about the idea of «not so good». This is one of the most interesting cases, because the director, in fact, given a chance to pull the video, grow it. This can be achieved in various ways - by shooting at the time of production, can be found through yield unusual light, sound, video, music ...
It is important to approach the idea as a challenge. Then the director can not on the basis of the most brilliant ideas to make a brilliant movie. Examples of such advertising - roller for Honda - «Skirts" video "starting gun" for the brand Misuno.
There is only one case where the idea is to give - when a bad idea. In this case, it will not save anything, and we have to run away from it as quickly as possible.
According to Mr. Tihomiroff today in Brazil look like advertising, not only professionals, but also people who are far from advertising. Probably because like advertising. All the Brazilian advertising industry, which is now recognized as one of the most interesting and having your face and style, was the recognition of almost 30 years, and the Mr. Tihomiroff his first lion was only after 7 years of presenting their work at the Cannes Advertising Festival.
A few years ago, Mr. Tihomiroff along with ten colleagues, top personalities in the field of cinema, television and advertising, created a holding Mixer. Companies in the holding company can produce almost everything. All known to date audio-visual products: from advertising to documentary films. In work on any project in the Mixer taken hold brainstorming required, involving not only advertisers but also specialists "okoloreklamnyh" professions, such as artists or architects. Because of this it is possible to obtain and develop more ideas and concepts, get fresh and sometimes unexpected ideas.
Brazilian advertising industry has grown up in its bosom a huge amount of talent, who are now working in television, film industry, in the field of documentary film and video. Former assistant Tihomiroff, now works as a director, scriptwriter, cameraman and producer not only in Brazil but all over the world, not just getting the recognition and the Oscars. Himself Mr. Tikhomirov decided to make his first feature film, for which shooting starts soon. Will this movie masterpiece?
Lego - Famous Children
Gradiente - Leds
Reckitt Benckiser - Wind
Pepsi - Love For The Jersey
Pepsi - Little Boy
Renault - Heartbeats
O Site Entretenimentos Ltd - Punk
O Site Entretenimentos Ltd - Restroom
Henkel - Goalkeeper
Companhia Athletica Gym - Crying
VW - Clone
Mini Cooper - Counterfeit
Read also interview with the Russian director.
According to the magazine "Advertising Industry" and Mediaguide.
via www.mediaguide.ru/?p=news&id=444bd3e0
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