Mischa Rozema directs Google film
MISCHA ROZEMA DIRECTS SPECIAL THANK YOU FILM FOR GOOGLE
AKQA San Francisco asks PostPanic to create high-profile web film, individually addressed to more than 1 million Google AdWords clients.
AdWords is Google's flagship advertising product and the main source of Google's revenue which amounted to $23bn in 2009. AdWords offers pay-per-click (PPC) advertising, and site targeted advertising for text, banner, and rich-media ads.
2010 marks the 10th Anniversary of AdWords – an incredible landmark – and as a way of acknowledging each of their clients personally, Google headquarters in Mountain View, California and AKQA San Francisco put their heads together to come up with a unique way of saying thank you. The result, an idea for a personalised web film which is seemingly created especially for that advertiser.
AKQA approached PostPanic director Mischa Rozema, who had previously directed the film trailers for their ground-breaking Beijing Olympics global campaign ‘The Lost Ring’ for McDonalds. (Mischa went on to win an Experential Award at the prestigious AICP Awards in New York for his McDonalds work). PostPanic’s specialism in creating unique visual experiences through a mixed-media combination of live action, 3d and vfx, suited the Google project. Mischa
took on the challenge, working closely also with London-based digital specialists Rehab who would carry out the customisation elements for each advertiser.
So what was the big idea?
A film introduced by Senior Vice-President for Google AdWords Susan Wojcicki charting a series of ‘big experiments’ carried out by a fictional Google research department to say thank you to the AdWords clients. The advertiser’s name would be visually integrated into the various tests carried out by the extremely keen research department personnel. Unfortunately each highly ambitious experiment fails. As a conclusion to the film, Google decides the simplest ways are the best and we’re treated to all the hundreds of Google staff worldwide shouting out ‘thank you’.
Behind the scenes, Mischa and PostPanic were asked to direct and produce the overall film, handing over at the end to Rehab who would add the technology to personalise each film with the advertisers name. Mischa’s idea was to create a stylised, imaginary research world populated with an extremely enthusiastic Head Research guy and his in-the-field, side kick. Filmed by PostPanic on location over 2 days at Google headquarters, San Jose Airport and surrounding countryside, the footage was then brought back to PostPanic’s home in Amsterdam for the post-production process.
With in-house editing, motion graphic, 2d/3d animation and VFX teams based at PostPanic, the company is Holland’s premier hybrid film production outfit providing both a highly creative and also cost-effective solution to projects involving both live action and challenging post elements.
Mischa Rozema says
“I really wanted to do the film in the form of testing films. As if we were inventing this strange Google research facility inhabited by rogue researchers with way too big and complex ideas. I wanted it to come across as if all the test footage was shot and edited by this completely selfsufficient department. So the footage had to look low-key because we’re talking about scientists making this thing not an actual film-crew. The footage is therefore predominantly handheld or ‘actual testing camera’ footage providing ‘valuable’ data for each experiment. This material was then edited in a sort of stylized, naïve way. This treatment would provide a perfect platform for setting up the failed experiments. They’re basically all mini documentaries presented by our head scientist. We also needed to take into consideration that the AdWords client base is international so I chose to tell these stories predominantly visually so there's no need for lots of translations. So a clear defined look and feel was developed, one step away from reality so our researchers couldn’t be confused with actual staff and facilities.
Finally we didn’t have much time so we had to shoot very fast so the treatment worked very well for us on the set. We didn’t use any complex rigging because our scientists wouldn’t do that either. I think the combination of the low-end-shoot feel combined with the high-end-post ideas makes this film work both aesthetically and in comedy.”
Head of AdWords Product Marketing Jon Diorio at Google says, “We were looking for both original interpretations of AKQA’s script and the ability to deliver those creative ideas at a high standard once in production. PostPanic hit the target on both counts and as a bonus, by keeping the whole process in-house, Mischa and his team delivered beautiful work quickly and stress-free.”
View here http://vimeo.com/17637385
CREDIT LIST FOR GOOGLE ADWORDS:
(For PostPanic)
Production Company: PostPanic
Director: Mischa Rozema
Executive Producers: Jules Tervoort, Ania Markham
Senior Producer: Annejes van Liempd
DOP: Joost van Starrenburg
Line Producer: Joy Czerwonky
Casting Director: MaryClaire Sweeters
1st AD: Annie Spiegelman
Post-Production: PostPanic
Editor: Rocky Bazemore
CG Supervisor: Ivor Goldberg
VFX Supervisor: Chris Staves
Matte Painter: Wieger Poutsma
3D Artists: Jeroen Aerts, Matthijs Joor, Adam Janaczek, Simeon Patarozliev, Jurriën Boogert,
Marnix Reckman, Luc Thijssen, Ruud Coenen
2D Artists: Erwin vd IJssel, Giso Spijkerman
Compositing: Chris Staves
Music & Sounddesign: Bluwi
(For AKQA San Francisco)
Executive Producer: Nancy Cardillo
Group Creative Director: Neil Robinson
Copywriter: Vinit Patel
Account Manager: Christina Wong
(For Google)
Head of AdWords Product Marketing: Jon Diorio
AKQA San Francisco asks PostPanic to create high-profile web film, individually addressed to more than 1 million Google AdWords clients.
AdWords is Google's flagship advertising product and the main source of Google's revenue which amounted to $23bn in 2009. AdWords offers pay-per-click (PPC) advertising, and site targeted advertising for text, banner, and rich-media ads.
2010 marks the 10th Anniversary of AdWords – an incredible landmark – and as a way of acknowledging each of their clients personally, Google headquarters in Mountain View, California and AKQA San Francisco put their heads together to come up with a unique way of saying thank you. The result, an idea for a personalised web film which is seemingly created especially for that advertiser.
AKQA approached PostPanic director Mischa Rozema, who had previously directed the film trailers for their ground-breaking Beijing Olympics global campaign ‘The Lost Ring’ for McDonalds. (Mischa went on to win an Experential Award at the prestigious AICP Awards in New York for his McDonalds work). PostPanic’s specialism in creating unique visual experiences through a mixed-media combination of live action, 3d and vfx, suited the Google project. Mischa
took on the challenge, working closely also with London-based digital specialists Rehab who would carry out the customisation elements for each advertiser.
So what was the big idea?
A film introduced by Senior Vice-President for Google AdWords Susan Wojcicki charting a series of ‘big experiments’ carried out by a fictional Google research department to say thank you to the AdWords clients. The advertiser’s name would be visually integrated into the various tests carried out by the extremely keen research department personnel. Unfortunately each highly ambitious experiment fails. As a conclusion to the film, Google decides the simplest ways are the best and we’re treated to all the hundreds of Google staff worldwide shouting out ‘thank you’.
Behind the scenes, Mischa and PostPanic were asked to direct and produce the overall film, handing over at the end to Rehab who would add the technology to personalise each film with the advertisers name. Mischa’s idea was to create a stylised, imaginary research world populated with an extremely enthusiastic Head Research guy and his in-the-field, side kick. Filmed by PostPanic on location over 2 days at Google headquarters, San Jose Airport and surrounding countryside, the footage was then brought back to PostPanic’s home in Amsterdam for the post-production process.
With in-house editing, motion graphic, 2d/3d animation and VFX teams based at PostPanic, the company is Holland’s premier hybrid film production outfit providing both a highly creative and also cost-effective solution to projects involving both live action and challenging post elements.
Mischa Rozema says
“I really wanted to do the film in the form of testing films. As if we were inventing this strange Google research facility inhabited by rogue researchers with way too big and complex ideas. I wanted it to come across as if all the test footage was shot and edited by this completely selfsufficient department. So the footage had to look low-key because we’re talking about scientists making this thing not an actual film-crew. The footage is therefore predominantly handheld or ‘actual testing camera’ footage providing ‘valuable’ data for each experiment. This material was then edited in a sort of stylized, naïve way. This treatment would provide a perfect platform for setting up the failed experiments. They’re basically all mini documentaries presented by our head scientist. We also needed to take into consideration that the AdWords client base is international so I chose to tell these stories predominantly visually so there's no need for lots of translations. So a clear defined look and feel was developed, one step away from reality so our researchers couldn’t be confused with actual staff and facilities.
Finally we didn’t have much time so we had to shoot very fast so the treatment worked very well for us on the set. We didn’t use any complex rigging because our scientists wouldn’t do that either. I think the combination of the low-end-shoot feel combined with the high-end-post ideas makes this film work both aesthetically and in comedy.”
Head of AdWords Product Marketing Jon Diorio at Google says, “We were looking for both original interpretations of AKQA’s script and the ability to deliver those creative ideas at a high standard once in production. PostPanic hit the target on both counts and as a bonus, by keeping the whole process in-house, Mischa and his team delivered beautiful work quickly and stress-free.”
View here http://vimeo.com/17637385
CREDIT LIST FOR GOOGLE ADWORDS:
(For PostPanic)
Production Company: PostPanic
Director: Mischa Rozema
Executive Producers: Jules Tervoort, Ania Markham
Senior Producer: Annejes van Liempd
DOP: Joost van Starrenburg
Line Producer: Joy Czerwonky
Casting Director: MaryClaire Sweeters
1st AD: Annie Spiegelman
Post-Production: PostPanic
Editor: Rocky Bazemore
CG Supervisor: Ivor Goldberg
VFX Supervisor: Chris Staves
Matte Painter: Wieger Poutsma
3D Artists: Jeroen Aerts, Matthijs Joor, Adam Janaczek, Simeon Patarozliev, Jurriën Boogert,
Marnix Reckman, Luc Thijssen, Ruud Coenen
2D Artists: Erwin vd IJssel, Giso Spijkerman
Compositing: Chris Staves
Music & Sounddesign: Bluwi
(For AKQA San Francisco)
Executive Producer: Nancy Cardillo
Group Creative Director: Neil Robinson
Copywriter: Vinit Patel
Account Manager: Christina Wong
(For Google)
Head of AdWords Product Marketing: Jon Diorio
