NIKE/FOOTLOCKER I Am the Rules
2nd Prize European Broadcast
Unsigned: alexandliane.com
When did you first pick up a camera?
As teens, we both independently started making music videos with our family camcorders for neighbours, pets and friends. We reckon we’ve pretty much shot on every format since, our latest obsession is a Japanese Harinezumi camera.
What does winning at the YDA mean to you?
It’s always great to win an award and since we are big fans of shooting on film, it was cool to meet the Kodak team. We’re also happy that this particular award showcased a commercial which demonstrates our love of music-driven imagery, which we believe is our strength.
What was the most challenging aspect of making your spot?
To be honest it wasn’t that challenging in comparison to most music promos! We were given a lot of room to be creative by the Wieden + Kennedy team. The most challenging aspect for both ourselves and the creatives was having to chuck out some really good ideas because we had too many. And tracking down footballers is tricky!
Who or what is your biggest inspiration?
Well there are so many but we respond most to the irregularities or ‘happy accidents’ that pass unexpectedly through each day. Unrehearsed theatre or unconscious art. It’s often to do with context (and may be because we come from a background of site-specific performance) but for us, these uncalculated moments are like mini celebrations of the absurdity of life. For example, yesterday we saw a well groomed leather cowboy with a whip in a Berlin shopping mall, walking in zig zags and shouting “Exterminate! Exterminate!”. These things make an impression!
What do you think is the future of advertising?
Our friend, Richard Buchanan (creative strategist) has some interesting thoughts on this. We asked him if he could answer this one and he said: “Advertising will become what the Medici’s were to the Renaissance. Influential patrons of all future creative movements! In my opinion, and for better or worse, advertising will play a much bigger role in helping to create and define public life. Specifically social and creative enterprise involving tutelage, coaching, and training that should be funded and isn’t funded by the government.
“Currently, brands seem to be well situated to fulfill and facilitate the inevitable funding gap within the arts. Original creative thinking and imagination is essential to the bedrock of branding. Thus brands and advertising may have to further vertically integrate and invest in maintaining and developing the creative education system. Thus it could be a case that we will see the first branded art school, acting school, film school. Advertising could become more than communication, it could become the designer of its own creative seed pool and the ultimate investor in future creative vision”. Food for thought!
What commercial do you wish you had made and why?
We never look back and wish. But among our favourite ads over the last few years is Epuron’s The Wind directed by The Vikings. It’s charming and makes you cry and smile simultaneously. Orange Dance directed by Dougal Wilson is beautiful. We like to see contemporary dance placed in the real world. We love fantasy, glamour and drama, so we are suckers for a well-executed perfume commercial.
Where do you hope to be this time next year?
Reinvigorating the music industry with the music content agency we are setting up right now and resuscitating music video budgets by creatively engaging with brands.
If we weren’t directing we’d be…
Jedward.
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