Accenture Song has created a campaign platform called “Nothing Can Do What a Soldier Can Do” in its ongoing work supporting The British Army recruitment. The new line is being introduced in this 60-second hero film directed by Nicolai Fuglsig of MJZ.
This "The Army of the Future" spot shows an imagined, dystopian future where a robotic soldier scouts the terrain of a conflict zone. Made of over 4,000 individual CGI elements and 2,000 sound design samples, it paints an impressive picture. But it can’t replace the value of a solider, and this is where the spot ends–identifying the true face of the Army’s future: you.
Nik Studzinski, chief creative officer at Accenture Song, said that this new campaign “highlights another strongly held belief in the British Army; that while they are one of the most technologically advanced in the world with incredible kit and impressive hardware–nothing will ever replace their single, most important asset. The soldier.”
Credits
Client Capita for The British Army Agency Accenture Song Nik Studzinski, chief creative officer; Adam Kean, executive creative director; Meigan Brown, Tobias Owen, creative directors; David White, sr. producer; Georgia Middleton, assistant producer; Christina Lambrou, creative production lead. Production MJZ Nicolai Fuglsig, director; Lindsay Turnham, exec producer; Tim Wild, producer; Joost Van Gelder, DP; Robert Blishen, 1st AD; Ricky Eyres, production designer. Production Services Green Olive Films Maria Kopanou, exec producer; Babis Vlachodimitropoulos, production manager. Editorial Final Cut Rick Russell, editor; Nikke Porter, producer; James Stubbs, Matt Gabzdyl, assistant editors. VFX nineteentwenty, London Kai Van Beers, colorist; Bill McNamara, VFX supervisor; Chrys Aldred, 2D VFX supervisor; Ben Revens, CG VFX supervisor; Grant Bonser, concept; David Keegan, sr. VFX producer; Jamie Stitson, Yanru Yin, Taylor Webber, Doruk Saglam, Matt Hutchins, 2D artists; Ben Thomas, David Rencsenyi, Dan Baiton, Lillian Robert, Greg Martin, Martin Lanzinger, Sandra Guarda, Tammy Smith, Joe Baker, Ivan Tomovic, Luis Fos, Elena Schurkus, Lucy Wright, Miles Tomalin, 3D artists; Menelaos Per, DMP & environment; Jennifer Kerr, color assist; Lia Jacobs, VFX coordinator. (Toolbox: Nuke, Maya, Houdini, Mantra, Baselight) Music/Sound Design/Audio Post 750mph Sam Ashwell, sound design/music design & mixer; Michalis Anthis, music design; Olivia Ray, sound producer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
