Pfister on Adding Sparkle to Lucozade's Latest Ad

If the sun energised your body this summer, then Grey's latest offering for Lucozade is sure to keep your spirits and energy levels lifted before the colder months creep in.

shots caught up with US director Wally Pfister to find out what it was like coordinating such a huge cast, what it was like working with a UK team and how he embraced Britain's weather to create a high intensity and highly-inspiring spot.

What was it that attracted you to this project in the first instance?

I was very interested in working with Academy as most of my commercial work has been done through Reset in Los Angeles. It’s exciting to work in the UK and Europe again and explore the creative from a different cultural perspective. I liked the agency boards and concept very much and thought there was a great opportunity here. I was also drawn to the possibility of doing a high energy, musically-driven piece.

Was everything that’s on the screen there in the script or were you able to contribute ideas and input before shooting?

Rarely is everything on the screen that’s in the script. The process is always a bit organic by nature and that’s generally what can make them great. This began with a terrific concept by the Grey creatives, led by ECD Dominic Goldman. My take on it, and my collaboration with Grey, altered it and I hope, improved it. Then the location brings its own changes and challenges, then casting, choreography... even the weather shapes it. It’s a very collaborative process and each person - be that the agency creatives or the camera operator or the choreographer - contributes to what we end up seeing on the screen.

It’s a big cast; can you tell us a bit about the importance/challenges of the casting process for this spot?

It was a very interesting process and the agency and I were very much on the same page from the beginning. The cast had to not only have the physical and athletic skills to execute what we wanted but needed to feel like they might belong in the council estate setting. This was particularly key to the principals.

You obviously have vast experience as a DP on features but what is it that then compels you to take on work as a director?

Ultimately, I’m a sucker for a great story. Obviously most of my years and experience were in visual storytelling, but I love using the combination of images, performance, art direction, sound, music; all the elements to make a film and tell a story. That’s the difference between just shooting and directing... to have all the tools in your arsenal.

And how different is it for you working on a commercial shoot to a feature shoot?

It can be quite different. For instance, directing my feature film, Transcendence took two years. There is an enormous amount of preparation and completion work; it’s a journey. Whereas a commercial is a faster, more visceral undertaking. 

How important was finding the right music track and which came first, the images or the sound?

The music track came from a very elaborate search that the agency conducted. It is a really exceptionally strong, driving piece with some great elements. The creative team at Grey are really responsible for finding this. They sifted through over 200 songs to find it. The sound design was conceived and put together by a wonderful editor, David Webb at Final Cut, whose vision for this commercial was perfectly in sync with mine.

What was the biggest challenge working on this campaign?

I absolutely love the UK crews. The agency was wonderful and academy were terrific partners.  Everything went so smoothly.  Biggest challenge? ...Jet lag!!

And the most rewarding element?

The most rewarding element is the end result of a wonderful collaboration. A film that has all the elements that want to make you watch it over and over. I think this is a really fun piece and has a lot of character that feels rewarding.

What are you working on next?

I’m doing a Lincoln car campaign with Matthew Mcconaughy. Filming in Iceland and Los Angeles.  Hoping that, again, the greatest challenge will be the jet lag :)