- 专访新晋广告导演王俞心 Interview with the New Advertising Director Andrea Wang
采访：Maria Laletina
福特公司旗下的顶级品牌林肯终于在２０１４年１１月正式进入中国。在近乎饱和的汽车市场里，它的姗姗来迟从一开始就注定要面对激烈的市场竞争。头一拨的市场宣传必定掷地有声。
果然，首支的电视广告片“林肯之道”就是出自国际导演Jeff Darling的大作，在片中，Jeff虽然没有把镜头集中在汽车本身，但是品牌logo的演变过程直白地演绎了林肯光荣尊贵的历史背景。
TVC发布后，林肯随即地推出了四部名为“林肯空间”网络广告。如果说动感十足的TVC是一部气派不凡的大片、那么这系列风格迥异的网络片则为西方的奢华注入了东方式独有的细腻和内敛感。
影片的目的是为了配合林肯在中国的路演宣传，影片由音乐家李泉与舞蹈家黄豆豆主演，在他们娓娓讲述对城市与成功的感悟同时，融入了大量城市与人文的细节，自省与含蓄的风格，让人很意外地觉得：怎么林肯一下子变得如此感性？但不容质疑的是，影片的成功很大程度归功于导演的处理，娴熟的叙事手法和国际化的视觉美感一点不逊于国际导演。为了打听导演的来历，SHP＋联系了广告的制作公司“予舍影视”。 我们很意外地发现影片竟然是出自一位导演新人之手，她的名字叫王俞心。
在予舍影视的公司里，我们遇到了这位来自台湾的新晋女导演，王导身上拥有台湾女子的温柔婉约，我们似乎一下子明白了“林肯空间”那种细致的特质源由何处。采访由快人快语的SHP＋老板Maria主持：
王俞心（左）在指导舞蹈家黄豆豆拍摄中
Director Andrea Wang (Left) and dancer Huang Doudou in Lincoln shoot
SHP＋：我很喜欢你为林肯拍的片子。片子的整体调性非常美。在视觉画面、光线的处理和拍摄手法上既具西方的美学感，同时融合了东方的含蓄与细腻。你怎么可以把两者平衡得那么好，你有在国外念过书吗？你的灵感来源哪里？
俞心：我没有在国外生活过或读过书，我想大部分灵感是来自各种电影，还有一些摄影集作品。 我跟钟孟宏导演 （台湾著名电影和广告导演）学了很多，第一次看到他的作品时很惊讶，我没想到台湾导演可以拍出这样的片子， 他的审美有种特殊的气味，风格也很国际化，我在他公司做过两年的副导，我想多少有受到他的影响。
SHP＋：你做过副导，不简单，那可是一件苦差啊！
俞心：你怎么知道？！（俞心惊呼了一下）
SHP＋：在中国，好的副导很少。许多人以为副导的工作很简单，就是处理或翻译一下脚本。其实好的副导还负责安排每个拍摄细节，他/她甚至需要管理导演和拍摄进程。 你有专门训练自己成为副导吗？请介绍一下你的背景？
俞心: 在大学里，我念的是一门完全与广告无关的课程，人类学，这是很有趣的课程，基本上什么领域的概论课都要学，只是我的个性不太适合当学者，所以在偶然的机会下，我进入了一家台湾的制作公司。在这以后，我在这行业里面尝试许多不同的角色：从PA、casting、后期制片、副导、甚至广告公司的制片都做过，我还在萧雅全导演的电影《第36个故事》里做过助导。这些年来，我好像一直在这个圈子转来转去，但各种经历让我熟悉制作的不同环节。
SHP＋: 跟我们谈谈林肯广告的合作吧。
俞心: 这次的合作关系比较复杂，BLUEHIVE是林肯的广告代理，但创意是由奥美广告出的，而项目是Hearst赫斯特杂志集团发出来，由他们来谈KOL的人选，决定预算分配。Hearst跟予舍制作接洽，将我推荐给他们。
SHP＋:你觉得你们有足够的创作空间吗？
俞心: 在符合林肯品牌精致奢华的定位条件下，我们是有很大创作空间的。刚接到案子时只收到一个上海篇的脚本，在此之后再共同修改并创作了另外三个脚本。在创作过程中我们花了不少时间谈论整理出四个代表林肯的品牌特征，同时对黄豆豆和李泉进行访谈，思考要如何将品牌特点、城市特色与代言人身份背景做一个很好的结合。最后我们每个城市用了两天的拍摄时间。
SHP＋：上海代表了哪个特征？
俞心：优雅。通过舞者黄豆豆的肢体语言来表达上海优雅的一面。片中还加进了许多上海有特色的建筑。四条片子里，我们用了两个风格不一样的摄影指导，上海与广州是金晨煜，而杭州与青岛是梁忠强。
SHP＋：你觉得你目前面临的最大的挑战是什么？
俞心： 作为一个新导演，我现在面临最大的挑战是预算。目前接到的案子预算比较低，像林肯的拍摄这就是这样一个例子，我必须精打细算地安排好每一个环节。毕竟网络广告与传统TVC在预算上还是有很大的区别，但现在的网络广告已经不再是“病毒视频”这么简单，在制作水准和要求上都不亚于TVC，我们希望客户可以走出概念上的谬误。
SHP＋: 你下一个拍摄计划是什么？
俞心: 麦当劳的新春广告。
SHP+: 太好了。我们期待你不断地好的作品推出，我们在下一次报道里再见。
Lincoln Space Hangzhou with Dancer Huang Dou Dou 林肯空间杭州篇 · 黄豆豆
Lincoln Space Guangzhou with Musician Li Quan 林肯空间广州篇 · 李泉
Lincoln Space Shanghai with Dancer Huang Dou Dou 林肯空间上海篇 · 黄豆豆
Lincoln Space Qingdao with Musician Li Quan 林肯空间青岛篇 · 李泉
Credits:
Agency: Bluehive/Ogilvy
Production House: Steam Film 予舍影视
Director: Andrea Wang 王俞心
DP：Jin Chengyu Liang Zhongqiang 金晨煜 梁忠强
When Lincoln, a luxury brand under the Ford Motor Company, finally launched in China in November 2014, its marketers obviously faced fierce competition in an already rather saturated car market.
Lincoln “Star,” the brand’s introductory TVC from Jeff Darling takes consumers through quick history of the evolution of Lincoln’s logos and luxury before showing the premium nature of the car in China.
Subsequent to Darling’s film, Lincoln released four internet films called “Lincoln Space” which bring out the beauty and luxurious details of the brand. As part of the promotion of Lincoln’s city roadshow, the four films combine humanity and a unique culture. These narrative films starred two local famous artists; musician/singer Li Quan, and dancer Huang Dou Dou, and bring out a wonderful combination of storytelling and cinematography. The films are beautifully directed – by a young, green, Tawainese girl! We decided to meet her.
Steam Films, the production company on the project, helped SHP+ to meet the soft-spoken Andrea Wang (Wang Yu Xin) in their offices in Shanghai.
俞心在红星美凯龙的广告拍摄里指导模特
Andreas directing the model in an ad for China Red Star
SHP+: I really like these four films for Lincoln. They are aesthetically very westernized, but also have a strong Eastern soul. How did you manage to balance the two styles so well, have you studied abroad? And what was your inspiration?
Andrea: I didn’t have any particular inspiration. I think most inspiration comes from a variety of movies, and, I also like photography. I didn’t study abroad or live abroad yet. I think my biggest inspiration is by watching films from Taiwan’s famous ad director Zhong Meng Hong. I worked in his company for 2 years a first Assistant Director. His style is very international and work had a big impact on me
SHP+: You were a first AD? Wow, that’s a tough job!
Andrea: How did you know ? !
SHP+: In China, a good first AD is really very difficult to find. They not just helping the director to translate or follow the script, the first ADs is the person who really moves the entire shoot forward . Did you train yourself specifically to become an AD? What’s your background?
Andrea: I majored in a completely unrelated subject to advertising, anthropology, It’s a very interesting subject, basically it touches theories in all different fields but my character isn’t suited to be a scholar. By chance I got a job in a Taiwan production company. After that, I tried many different jobs in the advertising industry: casting, producing, etc. I also worked in McCann Taipei as an agency producer. Then I worked as an AD for famous Taiwanese advertising directors like Luo Jing Wang and Zhong Meng Hong. I also joined the director Hsiao Ya’s movie “Taipei Express” as the 2nd AD.
But over the years, I felt like I was going around in circles in jobs, although through all these different experiences I became familiar with every position in production.
SHP+: Can you tell us about your work with Lincoln ads?
Andrea: It’s a complicated cooperative relationship. BLUEHIVE is Lincoln’s advertising agency in China, but the creative ideas came from Ogilvy. And then the internet films project came from Hearst Advertising, who is responsible for the budget and KOL (key opinion leader) casting. They approached Steam Films Production and I was shortlisted in the director list.
SHP+: Did you think you had enough creative space during the process?
Andrea: Under the premise of following the brand position, “Details and Luxury’, we did have a lot of space. Actually, we only received one storyboard at the beginning, which was for the Shanghai film, but based on that board, we were inspired to create three more new storyboards. During the creative process, we spent a long time discussing the four identified characteristics and how best to interpret them in the film. We interviewed the key talents, Li Quan and Huang Doudou and considering all aspects including how to combine the city characteristics, the brand pillars and the talents’ identities.
SHP+ : Which brand pillar does Shanghai represent?
Andrea: Elegance. We found a dancer, Huang Doudou, and through his body language he expresses the elegant side of Shanghai, while also featuring some of Shanghai’s landmark buildings.
Also, we used two different styles of cinematography. Jin Chengyu shot the Guangzhou and Shanghai films; Liang Zhongqiang is on Hangzhou and Qingdao. Each city took two days of shooting.
SHP+; As a new director, what do you think is the biggest challenge you are currently facing?
Andrea: The biggest challenge I am personally facing is budget. For a beginning director like me, the budgets are usually low. With shoots like Lincoln, I needed to really think about how best to make it work for the budget and still get what I want. Nowadays ‘online films’ are no longer simple videos, the requirements and production are close to the same level as TVC films.
SHP+ : What will be your next project?
Andrea: A Chinese New Year ad for McDonalds.
SHP+: Great! We are really looking forward to seeing it. We’ll maybe feature it on SHP+ if you do a good job, but no pressure! Haha!
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
