I’ve come to believe that it’s often commercials and short films that are pushing the boundaries of cinema today. The best commercials are unparalleled in their ability to deliver narrative economy, emotional connection, and style. As a follow-up to a previous post, a few spots that I find inspiring:
More than three years after its Super Bowl debut, Volkswagen’s “The Force” continues to charm. A brilliantly simple concept, and flawlessly produced. Developed by Deutsch and directed by Lance Acord (Acord was the director of photography for Lost in Translation, Where the Wild Things Are, and most recently God’s Pocket).
Apple’s “Misunderstood,” created by TBWA/Media Arts Lab and also directed by Lance Acord. This spot won the 2014 Emmy for Outstanding Commercial. Strong work.
One of my all-time favorites: American Express, directed by Martin Scorsese. The agency was Ogilvy & Mather New York. Production by Tool of North America. Shot by long-time Scorsese collaborator Robert Richardson (Shutter Island, Hugo, Kill Bill). Soundtrack by Phillip Glass.
I’m in love with ad agencies that swing for the fences. Looking forward to shooting more commercial work in 2015!
The view from Kostava Street: dinners with friends and snow in the mountains.