不论你对中国消费主义哀叹也好，欣喜也罢，这一次60秒钟的京东618购物节广告，毋庸置疑会让你眼前一亮。广告由Jovan B. Topdorovic执导，创意来自于180China，制作则由Stink操刀，最原始的素材演绎了年轻人和老年人其乐融融的画面，手舞足蹈，热情亲吻，嬉笑打闹，中国现代与传统紧密融合。
Whether you bemoan or delight in the spirit of Chinese consumerism, this 60 second cut for e-commerce giant JD.com‘s June 18th shopping festival, is undeniably cool. With creative by 180China and production by Stink, the raw montage of shots jump from young and old people dancing, kissing, and fighting, fusing images of modern and traditional China.
这是塞尔维亚导演Topdorovic第一次在中国拍广告，5天的拍摄在上海取景，团队最后精心选出了30个镜头。180China首席创意官Kenneth Kuan紧密参与拍摄，他表示此次广告的意图就是“打造人们日常生活以外的镜头”，比如京剧艺术家在延安西路唱京剧，再比如太极大师在空空的游泳池打太极。当然，有一些镜头最终没能过审。
It was Serbian Director Jovan B. Topdorovic’s first time shooting in China. The crew managed to squeeze in an impressive 30 shots over 5 days of shooting in Shanghai. 180China’s Chief Creative Officer Kenneth Kuan, who was intimately involved during the shoot, said the intention was “create scenes you don’t see in ordinary life”, such as a Beijing Opera singer under Yan’an West road or a Taiji master practicing in an empty swimming pool. Not all the scenes captured in the end made it through the censors.
Central to creating the ’energetic’ feel desired by the creatives was the musical elements seamlessly stitched together with the movements of each scene. Audio Force, recommended by Stink to 180China, a Berlin based music production company, delivered the ‘beep-bop’ rhythm 180China was seeking. Everything from the woman chopping vegetables, the basekball slammed on the concrete, to the rain, the cars, the couple’s argument and the girl being pushed on the bed had a specific sound matched to the movement. It took several weeks to reach the final music cut, with input coming from all sides, including a mixer, Aleksandar Protic, from New York who also happens to be a fellow Serbian and friend of director Topdorovic.
创意团队意在创作一种“活力十足”的感觉，音乐元素的无缝嵌入可谓至关重要。制作过程中，Stink推荐了Audio Force团队，这是一家来自柏林的音乐制作公司，他们为180China打造了他们想要的“beep-bop”旋律。音乐剪辑几周之后才最终敲定，各方都贡献自己的意见，其中还包括来自纽约的混音师。
The final cut was a nice collaborative effort from individuals and companies with diverse backgrounds and cultures, who truly had as much fun making it as they were able to create on screen in this colorful and emotional spot.
成片也是各方合作力量的集合，不同背景不同文化的个人和团队纷纷贡献自己的力量，参与人员都乐在其中，最终，打造了这部丰富多彩感情饱满的片子。
制作团队 | Credits
首席创意官 Chief Creative Officer：Kenneth Kuan
创意总监 Creative Director：Li Pengqi / Kenneth Kuan
艺术总监 Art Director：Kenneth Kuan
文案 Copywriter：Li Pengqi, / Xu Kun
广告制片Agency Producer：Cui Yunliang
副总经理 Deputy General Manager：Peter Lo
客户团队 Account Team：Moson Jiang / Karma Lin / Shanpu Tu / Xinyu Lu
制作公司 Production Company：Stink Films
导演 Director：Jovan B. Topdorovic
摄影指导 DOP：Albert Salas
监制 Executive Producer：Sally Shi / Desmond Loh
第一副导演 First AD：Jo Chan
制片经理 Line Producer：Deman
灯光师 Gaffer：Shen Yong Nian
剪辑 Editor：Han Zi
后期 Post Production：DDPO北京
后期制片Post Producer：Mary
音乐 Music：Audio Force
作曲 Composer: Daniel Mueller / Sebastian Budde
混音 Mixer: Aleksandar Protic
音乐制作 Music Producer: Thomas Suess
调色 Color grading: Nicola
精剪 Online：Ahlo
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
