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Malcolm Green Delivers a Musical Celebration of Trade and Diversity for Maersk

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Malcolm took inspiration from Lin Manuel Miranda and Childish Gambino for the world’s largest shipping and logistics company's spot

Malcolm Green Delivers a Musical Celebration of Trade and Diversity for Maersk

Malcolm Green has written and directed a new film for the world’s largest shipping and logistics company, Maersk. Created around an original musical anthem (written by Green, together with composer Kevin Pollard), it’s an all singing, all-dancing extravaganza launching Maersk’s new Brand Vision - ‘All the Way’. Made by Green through UK Production company Untold Studios, in collaboration with The Copenhagen Film Company, the film was largely shot in London, augmented with projected footage previously captured by Green before the pandemic.  

Featuring cast from the West End productions of Hamilton and The Lion King, shooting took place over a week, with extra time for recording the track, rehearsals and choreography. Post-production and Visual FX were handled by Untold, whilst the grade was by Creep.  

The film will be launched globally, and is aimed at both external and internal audiences. It’s designed to highlight Maersk’s commitment to diversity and connectivity - both amongst the 50,000 people who work for the company - and in the range of services they offer.  

Because Maersk bring the world together through Trade.  

By connecting markets, economies and communities, they have been joining the dots of cultural and commercial integration for over a century. And now, as they focus more on digital technology and a growing sustainable future, this film helps to redefine and reinstate their business and their values.  

The production itself took place entirely under Covid-safe conditions, with all crew and cast having to comply with strenuous regulations and restrictions. However, as Green says ‘Maersk themselves can’t let something like a global pandemic stop the work they do to keep supply chains moving and bring the world what it needs every day. So, taking their lead, we decided also to push ourselves - all the way - to see what is really possible to achieve creatively, whilst still making sure that everyone involved remains safe and healthy. The last thing we wanted to make was another zoom-spot or a piece made up of empty streets with a VoiceOver starting with the words ‘in these unprecedented times’. And although the project was intensely hard work from start to finish, writing and developing the concept remotely before shooting in somewhat different conditions than normal, the whole process was a triumph of collaboration. Between client, production team, cast and crew.’  

The film - plus shorter ‘hand-held’ edits - will be broadcast globally on mainly online channels, with channel  planning by Havas. 

This represents the second time Malcolm Green has worked with Maersk. His previous series of films ‘Heart of Trade’ won numerous global awards, including a record-breaking eight golds at the Cannes Dolphin Festival of Creativity, including Best Director, Best Film and the overall Grand Prix.  

In terms of inspiration, Malcolm looked to the work of Lin Manuel Miranda, writer of Hamilton and In The Heights, as well as Childish Gambino, crossed with a touch of La La Land.  

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Writer and Director: Malcolm Green  

DOP: David Wright  

Starring Martay M'kenzy: Emile Ruddock  

Musical Director & Composer: Kevin Pollard  

Editor: Toby Dashwood  

Art Director: Hatty Ellis-Coward - Studio Augmenta  

Exec Producer: Deborah Marlowe/Copenhagen Film Company  

UK Producers: Mike Heath/Stephen Plesniak/Annie Ayres  

Post-Production Exec Producer: Tomek Zietkiewicz - Untold Studios  

VFX Lead: Ahmed Azma  

Production Company: Untold Studios (London)  

Grade: Chris Bell at Creep  

Client: Sam Poulter; Anja Andersen; Bettina Isling Moelgaard; Morten Ellertsen

Genres: Music & Sound Design, People

Malcolm Green, Wed, 11 Nov 2020 16:09:02 GMT