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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2007
T V C P R O D U C T I O N Together with cinematographer Danny Ruhlmann, Justin Reardon and the production crew embarked on a six-day shoot in Adelaide, followed by a two-day shoot in Queenstown. Curious climbsamountain for NAB Curious Film called on Justin Reardon, director at Anonymous Content in Los Angeles, to direct this epic Australian spot for Clemenger BBDO Melbourne and their client, NAB. WHEN DIRECTOR JUSTIN REARDON read the script for the latest NAB commercial, his response via email went something like this: “Are you fucking kidding me???? I need to shoot this fucking thing!!!!!! Battling a fucking Yeti????”. Reardon, who has a three picture deal with Warner Bros and is highly regarded in the States, rarely works outside America – unless he falls in love with a script. Peter Grasse, GM of Curious Australia, notes that “Justin had a unique confidence in taking on this project. He knew he was going to be working with inter- nationally renowned CD James McGrath and his team at Clemenger BBDO, Melbourne. It was a great opportunity to work with people he was familiar with”. “This wasn’t a typical bank ad and we needed someone who shared our enthusiasm for the project, so when Justin interrupted his apple pie and fireworks to take a call on the 4th of 52 C A M P A I G N B R I E F NAB ‘CLIMB EVERY MOUNTAIN’ CLIENT: NATIONAL AUSTRALIA BANK AGENCY: CLEMENGER BBDO MELBOURNE AGENCY PRODUCER: JULIE RUTHERFORD CREATIVES: JAMES McGRATH,SEYMOUR POPE, ROHAN LANCASTER, CAMERON HARRIS, DARREN PITT PRODUCTION COMPANY: CURIOUS FILMS DIRECTOR: JUSTIN REARDON PRODUCER: JOHN ROGERS EXECUTIVE PRODUCER: PETER GRASSE DoP: DANNY RUHLMANN EDITORS: JUSTIN REARDON & JODIE GALLACHER VISUAL EFFECTS: POSTMODERN PRODUCTION DESIGNER: ROB ROBINSON MUSIC: NYLON July, things started to fall into place,” says Cameron Harris, cre- ative at Clemenger BBDO, Melbourne. Reardon is a highly vocal director who delivers the best from his actors, prompting this comment on- set: ‘It’s so nice to see a director really direct!’ “Working with Justin was excep- tional. His long flowing locks were an amazing source of energy, help- ing him keep the momentum going on a long and complex shoot. He didn’t wash for more than five weeks either, allowing us to draw from his powerful odour on set. We wanted the spot to have a cinematic edge to it, which Justin delivered. Having the camera technique grow in ‘confidence’ to mirror the Hero’s own journey really helped bring the script to life. Shooting everything in- camera was really important to Justin and it helped bring a sense of realism to the spot,” says Harris. Meanwhile, Grasse was falling in love with the Yeti. “I have a picture of my daughter standing next to Mickey Mouse at Disneyland and you can see she really believes she’s meeting Mickey for the first time. I’ve got exactly the same look on my face in a photo of my first meeting with the Yeti,” he says. ‘Climb Ev’ry Mountain’ tells the story of an everyday man who con- quers a series of progressively tricky challenges to prove “a little confi- dence goes a long way”. First he almost misses a bus, then the driver collapses and he leaps to the rescue: he decides to follow a lifelong dream, and finally he finds himself on a mountaintop fighting a fero- cious Yeti. Created by Image Creative Workshop (the same company that designs characters for the Star Wars films, and director Peter Jackson), the Yeti costume was worn by a 6 foot 7 inch tall actor (based in the UK), who specialises in wearing ridiculously oversized character out- fits, and the body language acting it takes to bring one of these charac- ters to life. It took three hours to put on the Yeti mask and the same to take it off (without removing too much of the actor’s skin!). When the actor’s facial muscles moved, the Yeti’s moved too: as a result, minimal digital effects were required to bring the Yeti to life. A week or two before the shoot Reardon was having trouble finding the perfect hero. Casting sessions were held in Melbourne, Sydney, Adelaide and Brisbane, and the crew was about to commence a search in Los Angeles and New York when suddenly the perfect choice emerged in Auckland – a the- atre actor named Ian Hughes. He was the perfect choice – quietly expressive, believably normal and an accomplished actor. A perfect fit for their ‘Joe Average’ hero. Reardon wanted the spot to feel understated and cinematic, building momentum towards the climax in sync with the musical soundtrack (adapted and recorded by Nylon Studios). Together with cinematog- rapher Danny Ruhlmann, Reardon and the production crew embarked on a six-day shoot in Adelaide, fol- lowed by a two-day shoot in Queenstown. The 90" NAB ‘Launch’ TVC first aired on 29 September during the AFL grand final. Reardon is now back in Los Angeles with plans to come back to Australia (and New Zealand) for future projects. To view Justin’s or other Curious Collective reels, con- tact Pete Grasse at Curious Australia: email@example.com +61 430 596 071 ABOUT CURIOUS FILM: Based in Auckland, with offices in Queenstown (NZ) and Sydney, Curious Film is a full-service produc- tion company that represents some of the region’s most dynamic commercial directors and photographers. Founded eight years ago by producer Matt Noonan and director Darryl Ward, the company has been awarded at Clio, One Show, AWARD, Axis, AdFest and Young Guns. Curiousfilm.com Anonymouscontent.com N O V E M B E R / D E C E M B E R 2 0 0 7
AWARD Awards 2007
September October 2007