Omri Cohen has directed a new campaign for Microsoft’s KIN Social Media Phone. Created by Razorfish, Portland the 4 films capture youth culture and lifestyle with an energetic vibe, authentic feel, and a memorable soundtrack including Edward Sharpe and the Magnetic Zeros’ ‘HOME’. The spots look and feel more like an Indie film or a documentary, each with its own flavor and style.
Cohen directed 4 spots featuring 4 different aspects of the phone as well as an INTRO video. Spot “Houseparty,” Loop “Roadtrip,” Studio “Date,” and Camera “Parade.”
The films characters were casted on the street, through social networks, and among friends to create a social circle much like the user’s own, many of the characters from one film could be found in the others bringing that social circle to life.
“We wanted these situations to feel real, and the interaction between our characters to be authentic so we casted real people off the streets who were friends or had a natural chemistry that was effortless. We also wanted to create situations between people that had range and subtle complexity so for example, in the ‘Roadtrip‘ we created a real love triangle that led to flirtation but also jealousy and even hurt feelings. For the ‘Date‘ I casted a few people and watched their interaction in the audition waiting room. We chose the two who had a real crush on each other, in fact we caught them making out. Directing becomes very natural when you cast people who ARE the part.”
The soundtrack was carefully selected to compliment the visuals and bring a range of tone and emotion to each scene.
KIN Intro Mashup from OMRI COHEN on Vimeo.
“Music is everything to me, its establishes the mood, tone, and the rhythm of the edit. I set out to find the perfect song for each piece. For the ‘Houseparty‘ I wanted a band who would bring the kind of joy and youthful freedom out in the crowd that we wanted to capture and I found that in Edward Sharpe and the Magnetic Zeros and their song ‘HOME’.”
The spots are unique in that they were very loosely scripted leaving much room for improvisation and life to happen as well as an emphasis on people rather than product. “This was one of those special projects where you have endless creative freedom, the creatives at Razorfish, Will and A.J., were all about freedom of expression and were very open to improvising and letting life happen, it was playtime.”
Omri, now in his third year of directing got his start with a music video for the Red Hot Chili Peppers. His high spirited, natural and cinematic styles have earned the unsigned freelancer consistent work for American brands such as Nike and Microsoft, in addition to the international companies that have sought out his talent.As an independent and unsigned director, Omri is currently working on :60 second spot for Nike(RED) campaign to debut during this year’s World Cup.
Omri speaks six languages and has directed in four. The international LA-based director, recently signed with one of Brazil’s top production companies, Delicatessen Filmes, and is seeking US and Worldwide representation.
CREDITS
CLIENT: MICROSOFT
AGENCY: RAZORFISH
Executive Creative Director: Jim Gibson
Associate Creative Director: Aaron Johnson
Copywriter: Will Ulbricht
Account Director: Carrie Hogan
PRODUCTION
Director: Omri Cohen
Director of Photography: Paul Laufer
