Director AG Rojas of Park Pictures speeds through the emotional journey of a joy ride in this Audi :60 “Tear Drop” out of Venables Bell & Partners.
The spot follows the tumultuous trajectory of a single tear fallen from the eye of a man at the wheel of an Audi RS 7. The soprano trills of an operatic aria are heard as the droplet slips from his eye, out the driver’s side window and speeds towards the rear of the accelerating vehicle. The tear drop is propelled off the vehicle by the spoiler, gracefully careening through the air before splattering on a highway road sign, shifting back to the driver speeding on.
CreditsClient Audi of America Agency Venables Bell & Partners Paul Venables, chairman; Will McGinness, creative director; Matt Miller, Matt Keats, associate creative directors; Rich North, sr. art director; Ryan Hoercher, sr. copywriter Craig Allen, director of integrated production; Hannah Murray, executive producer. Production Park Pictures AG Rojas, director; Jackie Kelman Bisbee, Mary Ann Marino, exec producers; Anne Bobroff, head of production; Peter Vitale, producer; Andre Chemetoff, DP. Editorial Final Cut Jeff Buchanan, editor; Suzy Ramirez, exec producer. VFX The Mill James Allen, VFX/lead Flame artist; Ben Sposato, sr. VFX producer.
The Best Work You May Never See: United Sense of America, Directing Duo rubberband. Hunt Down Assault Weapons In “The Fawn”
This PSA titled “The Fawn” is from United Sense of America, a bipartisan coalition whose mission is to turn common sense and common ground into public policy. “The Fawn” was concepted and created by production company SMUGGLER in partnership with New York-based agency American Haiku and Austin-based agency Preacher. Written by American Haiku ECD Thom Glover and directed by the SMUGGLER duo rubberband., the film was designed as a common sense rallying cry aimed at the hunting community, questioning the need for assault weapons--in hunting and beyond that in our society generally. In light of the recent tragic high school shooting in Georgia, this message takes on a poignant urgency and underscores the need to craft progressive reform policy. The film, painful and seemingly unavoidable, forces the viewer to imagine someone else’s finger on the trigger and something else as its target. A voiceover initially seems to be talking about a fawn who is in plain view. But instead the VO turns out to be referring to the weapon which will claim the animal’s life. While the scene itself is graphic, the messaging is matter of fact. United Sense of America contends there simply is no defensible reason or excuse for assault weapons being necessary for sports hunting--and certainly not in mainstream society which includes our children’s schools. Glover said, “Every line in the film came from online discussions and conversations. Hunters are no different from the rest of us; the way people buy assault weapons is the same as the way they buy a refrigerator. We have to find a way to challenge this situation that doesn’t paint all gun owners as monsters, because they’re not.” [video width="1920" height="1080"... Read More