- 专访新晋广告导演王俞心 Interview with the New Advertising Director Andrea Wang
Director Andrea Wang (Left) and dancer Huang Doudou in Lincoln shoot
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。
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
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.
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!