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Dell Pokes Fun at Vine with '5 Second Filmmaker' Mockumentary

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Y&R New York and Über Content's Adam Gunser reach out to social media-savvy younger consumers

Dell Pokes Fun at Vine with '5 Second Filmmaker' Mockumentary

In his newest video for Dell, Über Content director Adam Gunser shows us the world of possibilities that a mere 5 seconds can offer. Brevity is on display in “5-Second Filmmaker,” in which Gunser helps to introduce a fictional modern-day media genius as part of the brand’s playful “Learning Meets Doing” web and cinema campaign developed by Y&R New York.
Adam Gunser gives new meaning to the words “short film” with a mockumentary-style narrative centering on Marty Goldberg, the pioneering filmmaker and reigning king of the 5-second epic. Assisted by his eager protégé Gary, Dell technology, and his innovative “Goldberg Method,” Marty demonstrates how much creativity and content he can pack into a few brief moments. (The answer is at least one helicopter crash and a bloodcurdling scream.)

“Five-Second Filmmaker” is the second spot directed by Gunser for Dell’s social media-driven “Learning Meets Doing” campaign. Once again, Gunser was pivotal to the campaign, collaborating with the creative team at Y&R New York to achieve the lighthearted satirical tone of the piece. By crafting a chicken-or-the-egg parody that gives a playful wink to the current milieu, Gunser appeals to the younger Dell consumers savvy at capturing and sharing seconds-long slices of everyday life with apps such as Vine and Instagram. The video will run globally in markets such as India, Brazil and China.
Both “5-Second Filmmaker” and the campaign’s first clip, “Center for Selfie Improvement,” showcase Adam Gunser’s ability to communicate the brand message with a dose of relevant humor and the instincts and imagination of a truly accomplished filmmaker. Watch out, Marty Goldberg. 

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Post Production / VFX

3D Lead Artist: Chris Davis, Bryan Rosenblum

Colourist: Stephen Picano

Production Company

Director: Adam Gunser

DOP: Jac Fitzgerald

Executive Producer: Phyllis Koenig, Preston Lee, Steve Wi

Producer: Pat Harris

Production Designer: Marc Benacerraf


Audio Post Production: Davide Wolfe, Mr Bronx Audio


Edit Assistant: Christian Oreste

Edit Company: Fluid

Editor: John Piccolo

Creative Agency

Art Director: Alan Vladusic

Chief Creative Officer: Jim Elliott

Copywriter: Bruce Jacobson

Executive Creative Director: Global Creative Director

Group Account Directors: Ann Carey

Group Creative Director: Hunter Eshelman, VML New York

Head of TV / Production: Letitia Jacobs

Strategist: Julia Cilia

TV Producer: EP


Advertiser: Dell

Genres: Comedy, Storytelling, People, Documentary

Categories: Consumer Electronics, Computers

VMLY&R North America, Fri, 01 Aug 2014 10:25:24 GMT