As a director, I’ve had the opportunity to shoot a wide range of projects. I’ve directed documentaries from the deserts of the Middle East to the headwaters of the Amazon, primetime television specials, short films and more. That broad variety has brought a depth of experience to my commercialwork, but it wasn’t always considered a plus until a few years ago.
Until recently, the options for television advertising had been quite limited. We had not yet experienced the advent of direct response marketing, TiVo, branded content, cinema commercials, sponsored Internet movies, and a host of other options that have changed the landscape of the commercial industry. But in a remarkably short time, the advertising business has embarked upon a period of historic change, and although the 30-second spot remains the backbone of the business, with the growth of these new choices, it is hardly the whole story anymore.
A perfect example of just how much advertising has changed can be found in The Bridge, a short film that Thomas Winter Cooke recently produced for Asahi Breweries and agency Dentsu, Tokyo. This 15-minute film differs from the short, branded content films by BMW, American Express and others, inasmuch as Asahi wanted no mention of the product whatsoever. They simply wanted to connect their brand to an inspiring story, and use that story on their Web site, on television and as the featured short in an Asahi sponsored film series in Japan.
Based on a true story, The Bridge is about a man who dreams of being a firefighter, and the obstacles and challenges he faces in preparation for the task. It’s a film about discovering your destiny. Life has a way of changing our plans and diverting our dreams, and this story is about one man who had the rare opportunity for a second chance.
It was unlike anything we’d done before. It wasn’t a commercial, a feature or even a short film. We shot it on 24p DV, since its primary use would be on the Internet, and I can honestly say that we were very happy with the result. The client couldn’t be more thrilled. It was their first venture into branded content, and now they’ve commissioned two more films from Japanese production companies. The films will be premiering in Japan as the Super Dry Film Series. Asahi is doing a 35mm transfer for festivals, and putting an enormous promotional push behind the project.
Advertising is all about change—discovering new ways to reach an audience. That’s why we should be open to projects that break the mold and opportunities that explore new possibilities.
