Toronto-based agency Capital C created two short films for the TEDxColumbiaSIPA conference that took place in New York earlier this month. Both films provide a tongue-in-cheek but still sobering take on what the future holds with the “stupidification of society.”
“The Vine Effects” explores the perils of a public with a short attention span, and the prevalence of the six-second sound bite as an accepted form of becoming informed. A parody future newscast provides bare bone facts in a matter of seconds–sans any context, details or insight. We’re thrust into a world without engaging, immersive, longer-form content.
The films are conceptually aligned with the core mission of TED and TEDx: Ideas Worth Spreading and take a futuristic look at what would happen if current social media and technology trends usurped the desire for people to engage with the kind of thought-provoking content that TED and TEDx conferences deliver.
The films were produced pro-bono with the help of production company Someplace Nice, Jigsaw Casting, Married to Giants editorial, post production facilities Topix and Alter Ego and audio house Grayson Matthews.
Highlighted speakers for this year’s TEDxColumbiaSIPA event on May 8th included Grammy-nominated musician Matisyahu, New York Times bestselling author Sapphire whose book inspired the Academy Award-winning major motion film Precious, a Harlem chef, a Columbia University fencing coach, a bookstore owner in Harlem, a 95 year-old yoga instructor and a Maasai warrior.
Sean McBride of production house Someplace Nice directed both shorts.
CreditsClient TEDxColumbiaSIPA Agency Capital C Gary Watson, chief creative officer; Raul Garcia, creative director/art director; Alex Bird, Andrew Payne, Geoff Morgan, copywriters; Jess Toye, art director; Margaret Callaghan, producer. Production Someplace Nice Sean McBride, director; Estelle Weir, exec producer; Robbie McNamara, line producer. Editorial Married To Giants Monica Remba, editor; Denise Shearer, exec producer; Trevor Corrigan, online. VFX/Matte Painting TOPIX Sylvain Taillon, VFX exec producer; Christina Lord, VFX sr. producer; Andrew Nguyen, VFX & matte painting supervisor; Ronak Shah, modeler/CG artist. Music/Audio Grayson Matthews. Post Alter Ego. Conor Fisher, colorist. Casting Jigsaw Casting Shasta Lutz.
Top Spot of the Week: Morrisons, Leo Burnett UK, Director Michael Gracey Present “The Greatest Show at Home” For Christmas
Morrisons, the U.K. supermarket and convenience store chain, has released its new Christmas ad, which presents “The Greatest Show at Home,” paying tribute to the hosts who put on the feasts which are the centerpiece of family get-togethers. Created by Leo Burnett UK and directed by Michael Gracey via production house Partizan, this :60 opens on a snowy evening, with a Morrisons delivery van arriving at a home. Inside, a lone oven glove catches a spotlight and springs to life, beginning to sing the opening line of “Give a Little Love.” As the ad progresses, we are taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.
The much-loved singing gloves, of course, have been a staple of Morrisons holiday cheer. And their new performance is set to the soundtrack of the aforementioned “Give a Little Love” from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios--with talent spotted from across Morrisons stores, manufacturing sites and support office. The soundtrack sets the tone with the feel-good energy and celebratory warmth of a big “musical” production finale.
The gloves, now fully animated with distinct voices, sing their support for the nation’s family chefs--encouraging them as they prepare an array of indulgent Christmas dishes. From British turkeys and beautifully presented whole salmon, to party food from The Bestrange and indulgent desserts, the ad places Morrisons food front and center, offering a feast for the eyes as well as the table.
Gracey--who directed the feature The Greatest Showman--combines the playful charm of the oven gloves with a theatrical flair, giving the commercial a sense of... Read More