High Five: Visually Elevating the Creative
Half of the boards we see seem to ask for a director who can 'visually elevate' the creative. Many directors have taken up that call by thinking outside the box with their approaches, and produced some unique and visually stunning work. Here are a few favourites from the Flightless team...
Zillow - 'No Place Like Home'
Production: Media.Monks US
Director: Heinz Köbernik
The use of first person POV here not only draws us in visually, it also perfectly fits the creative, evoking that 'virtual tour' feel. And little touches like seeing the woman’s hand or looking at herself in the mirror reinforce the fully immersive experience.
Amazon Fashion - 'Virtual Try On Shoes'
Production: Stink Studios
Director: Matt Genesis
The precision in this spot is what amazes me. Perfectly orchestrated Cinebot movements, match cuts, virtual shoe swaps. It’s the kind of spot where you keep clicking back to watch the same moment over and over until you realise you’ll never understand how they pulled it off.
Walmart - 'Black & Unlimited'
Agency: Retrospect/BBH
Production: Harbor Picture Company
Director: Cameron Busby
The variety of shot styles creates such a driving feel to this spot. No shot feels like the previous - whether it’s a hyper-closeup, a subtle push, or just a unique angle. It gets more creative as it goes (also on theme with the subject of artists and their craft).
Spotify - 'All Ears on You'
Agency: FCB New York
Production: Object & Animal
Director: Amber Grace Johnson
Post: Lost Planet x The Mill New York
Sound: Wave Studios NY
There’s not a dull visual moment in this piece. The director needed to have such a wholistic view of the spot for the live action and VFX components to come together so seamlessly. It’s just a blast to watch from start to finish.
Bet365 - 'Play Safe'
Agency: Drummond Central
Production: The Gate Films
Director: Michael J. Ferns
This spot shows the more elegant side of a unique visual approach. The transition through the window at the beginning creates an immediate intrigue, and from there it’s a smooth ride. By moving through these scenes (or around, I should say), there’s that extra layer of interest that keeps you watching until the end.
