制作公司：Possible Film 上海贞观
Casting: 吕漪文 大杨（助理）
The brightly colored new Fabia Skoda, launched in China about a month ago, is trying to target young consumers with an exciting and dynamic campaign. Created by ad agency FCB Shanghai, the campaign is centered around everything being ‘only for happiness’ and shows young people enjoying themselves and implies that they understand what ‘happiness’ really means.
The ‘young, colourful, vibrant and happy’ direction opened a new genre for Possible Film, and young local director Wang LiMin had the task of bringing the spot to life. Wang graduated from London Film school, and SHP+ readers might be familiar with him from our recent exclusive interview. Wang’s storytelling and atmospheric talents with traces of English pop culture really add to the script and highlight the happy and fun nature of the characters.
In the three new films, ‘Foodies’, ‘Gamer’ and ‘Photographer’, Wang visualized ‘the happiness’ as the perseverance of goals, and the result is exciting and maniac: “I imagined these films should look very crazy. They have such a fast tempo, they give you the feeling of an adrenaline high.’ In order to stimulate the visuals, Wang imagined the films switching quickly between different camera shots.
In order to create a great variety of views, Wang looked at every possible angle and view of each subject and object in the films. He mounted a Go-Pro on the characters for some shots, and the unique rough texture and dizziness of the handheld cameras bring a rather uncomfortable viewing experience and all of these elements add up to create a spot which is quite special among Chinese ads. For fans of the English cult films the fast pace of these TVCs, the camera changes, quick editing, voice overs and music, along with the strong colors, are reminiscent of some classics like Trainspotting and Snatch.
The three TVCs were shot in 5 days in Shanghai, and each film has double the amount of shots to a normal TVC – 30-40 shots are used in the finals. Though the schedule was not terribly tight, there were many locations used and the whole team ended up with an average of less than 3 hours sleep each night. But Possible Film described the shoot “like a team in a battlefield, but it is fun;” it is perhaps the high spirit of battling with time that generates the adrenaline of the film.