Being tasked with highlighting my favourite recent works in the UK was quite a daunting task, bearing in mind the sheer volume and quality of work coming out. Where does one even start? So I brought it back to a point of view held by myself and my company. We value work that is brave and bold. We value work that is next generation at its core. So in a time and space that typically produces very similar ads, I want to celebrate the unique, the different - the work that pushes us into the next boundary. Because that’s what I love and hero every single day...
Burberry - 'Open Spaces'
Production: Riff Raff films
Obviously had to kick it off with this gem by Megaforce for Burberry. It’s a beautiful conceptual celebration of youth and nature, told in an interesting and next generation way. The craft is impeccable and the technique is absolutely flawless.
Short Film - 'Raj's Story'
Post: Wicked Pixels
Sound: Machine Sound
Grade: Company 3
'Raj’s Story' is beautifully personal. It evokes that feeling of not fitting in, of being an outsider, and the self-discovery that comes with purpose, age and memory. It was an important project for us that celebrates the diversity of Britain while shining a light on stories and perspectives that we seldom think about.
Meta - 'The Tiger & The Buffalo'
Agency: Droga5 NY
Production: Object & Animal
I know Meta and the metaverse is quite a heated debate at the moment, but I absolutely love this piece of work for that exact reason. Taking Sonny Gerasimowic's characters and combining them with AI techniques to create something that is truly next generation excites me and highlights a level of tech craft I rarely see. It also feels true to the brand, which is never a bad thing!
IKEA - 'Bears'
I don't need a reason to include this. Muscly bears. What's not to like!?
Lexus - 'Feel Your Best'
What I’m more focused on here is how Lexus beautifully used this medium
to tell quite a personal story. Being able to experience a film that responds to how you feel in real time is quite an astounding concept, and it excites me. The future holds so many opportunities for cut-through work, and this is certainly one of them.