CFP-E/shots YDA: Space Monkeys

Young, gifted and winning at the cfp-e/shots Young Director Awards this year. Our pick of the newbies explain their work with violent hamsters and grandads

How long have you been working as a directing duo and where did the name Space Monkeys come from?

We’ve been directing for a couple of years – it’s up to you whether you decide if those are light years or just the ordinary kind. The name Space Monkeys came about because we were looking for alter egos. For something fun that we could play around with for logos, graphics and stuff. It felt fresh and sci-fi-esq, which could very well define our personalities both in front of and behind the camera.

What was the inspiration behind F4 Studio: Getaway?

Since you mention inspiration – that is exactly what we wanted to demonstrate. We wanted to create a real-world representation or embodiment of the creative process – to personify inspiration and the power of the imagination. We wanted to show that when playing with concept, there are no limits to what you can create.

What was the process behind realising the ad?

The idea was to submerge the viewer in an epic chase and at the same time make him or her wonder what the hell was going on. We thought the best way to create that atmosphere was to raise the stakes exponentially throughout the spot.

We sure as hell hoped people didn’t expect to see a giant hamster in the end (spoiler alert)!

One of the challenges was to visualise a kind of limbo – a place in the mind where anything goes and anything can happen. We didn’t want to go with the typical blank page look. Instead, we wanted to bring texture and volume to it so that the viewer felt there could be no end to it.

You were also shortlisted at last year’s YDA for your Spotify ad Rockstar. Was there extra pressure to win this time around?

We were shortlisted last year at the Young Director Awards but it didn’t happen for us that time so we are very glad to pick up an award one year later. It’s always cool to get YDA’s attention – it’s an award we’ve been fans of for a long time.

We know the F4 spot is a big step-up but we feel that we are still maintaining our commitment to storytelling, realising cool ideas and having a bit of fun with the viewer.

What do you enjoy about working with Cine70 production company?

In the end, it all comes down to team work. This isn’t just a clichéd phrase that humble people say, it’s a real concept with real consequences and a production company for us must embody that. You’re only as good as the people you work with. Having a little simian attitude along the way doesn’t hurt either.

What challenges do you foresee for the future of advertising and how do you plan to go about tackling them?

We feel that we are of a generation that has seen quite a few changes in advertising: such as the arrival of digital content versus traditional TV spots; innovations in technology from lens adapters to DSLR cameras; digital cameras that are capable of filmic results. Those changes mean being constantly on our toes, riding each wave and keeping up. So, for the future we plan on having our eyes wide open for new types of content, tech, post advances and every tool a good monkey-helmer should know!

As space primates, Earth doesn’t seem such a big place! We are really looking forward to new horizons and working with great people from all over the world. We hope the YDA win takes us more towards that goal.

What does winning the YDA award signify to you?

We’ve been long-time fans of the Young Director Award as it showcases the greatest directing talent in advertising. Previous winners, such as Ringan Ledwidge and Neill Blomkamp show that winning a YDA can put you on the map – but it reminds you that there’s still hard work to follow.

On the one hand, you get the recognition for a particular project, and on the other, it also serves as a platform for the future. And we are hoping for a bright future.

What can we expect to see from you in the future?

Great scripts are our fuel. The Space Monkey shuttle runs on that. For the future, we expect to continue getting them, writing them and striving to make the advertising world a little more bananas!