Common Industry scripted and creatively directed the scenic spot which was directed by Alyssa Boni through RSA / Black Dog
Common Industry has created an ad for The Guardian and D&AD to launch a new global Festival of Creativity for the two iconic brands.
The new Festival, launching in 2019 in London, aims to become the biggest festival in the capital, celebrating the U.K. and the world’s creative industries and their contribution to commerce and culture.
The film Creativity Makes Us was scripted and creatively directed by Common Industry and directed by Alyssa Boni through RSA / Black Dog. It features a voiceover by iconic British actor Anne-Marie Duff (Shameless, Suffragette, Nowhere Boy) and motion graphics by independent design company Studio Blackburn.
Common Industry was challenged to create a film that showcased the magnitude of the ambition of the new festival and celebrated each of the sectors of the creative industry from design to advertising to fashion to gaming. ‘Epic’ was a key word in the brief.
Common Industry wanted to make a film that would become propaganda for creativity, and Creativity Makes Us is a fast paced, 60 second ode to the power of the creative industry to inspire, unite and influence us.
The ad premiered at the D&AD Festival on 25th April and will play out via Guardian and D&AD digital channels.
Liam Fay-Fright, CEO of Common Industry said “Creating a film that not only satisfied two of the most famous creative brands in the world but also did justice to the ambition of the new Festival was bloody daunting. But we mined our own belief in the power or creativity and I think you can see Common Industry’s love of our business and our passion for creative excellence in the work.”
Paul Blackburn of Studio Blackburn said: “This was a great brief for us, encapsulating all aspects of what makes a successful project – a client with a clear sense of what they want to communicate, collaborators who are at the top of their game and a process which allowed us to develop the typographic animations in conjunction with the Film Director resulting in an outcome that feels like it exceeds what any of us might have achieved on our own. Except for the end sequence the animations themselves all begin with the same simple and bold typeface – Suisse - before changing to express the sentiment of the descriptive word seen on screen. This limitation further underlines the human nature of creativity as well as allowing us to be unfettered in the choice of typefaces for the final sequence of the film which expresses different creative flavours of the HUMAN condition."