The Department for Education (DfE) in the U.K. has unveiled a major, multichannel Skills for Life campaign, “It all starts with skills,” which aims to inspire young people, adults and businesses to make the most of their potential. The push was developed in partnership with M&C Saatchi, London.
This 40-second film, directed by Vincent René-Lortie (the director behind this year's Oscar-nominated live-action short film Invincible) through The Corner Shop, shows three individuals starting a new day, as a metaphor for their untapped potential, before following their journeys as they take their first steps to learning new skills.
Talent featured in the emotive campaign includes real people who are just starting out, looking to switch or considering switching careers or looking to grow their business through a range of technical qualifications, training and skills.
Guy Bradbury, creative partner, M&C Saatchi, said, “We’ve created a campaign that fires a starting pistol for people, provoking them to think about what they could achieve with new skills. We chose to use the start of a new day to represent a blank slate and untapped potential, with a powerful voice-note narrative to connect with our audiences on an emotional level, and a cast including real people to create greater authenticity.”
CreditsClient The Department for Education (DfE) Agency M&C Saatchi Guy Bradbury, creative partner; Holly Sutton-Williams, Dan Lacey, creative team; Sophie Lean, head of strategy; Shaun Okoh, sr. strategist; Ashley Williams, film producer. Production The Corner Shop Vincent René-Lortie, director; Magnus Joenck, DP; Tess Mitchell, exec producer; Ellie Fry, producer; James Hatt, production designer; Verity May Lane, wardrobe stylist. Production Services Co. The Productin Factory Eileen Gartside, producer; Benjamin Ross, production manager. Casting Road Casting Nicci Topping, casting director. Editorial Work Editorial Martin Leroy, editor. Online Post Absolute Matt Burner, colorist. Audio King Lear Jack Sedgwick, sound engineer. Music DLMDD Lizz Harmkan, music supervision; Theo Vidgen, composer.
Apple, Director Aoife McArdle “Capture” Cinematic Slow-Motion Filmmaking On iPhone 16 Pro
Aptly titled “Capture,” this spot from Apple’s in-house creative ensemble shows the high caliber mobile filmmaking of which the iPhone 16 Pro is capable. Directed by Emmy and DGA Award nominee (for Severance) Aoife McArdle via production company SMUGGLER--and lensed by cinematographer Edu Grau--the commercial captures the iPhone’s ability to record in 4K120fps ProRes and then adjust playback speed after capture in the Photos app to create cinematic slow-motion filmmaking. This breathtaking imagery is showcased in a wide range of circumstances--from epic action to intimate moments.
The tagline: “Hollywood in your pocket.”
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