骆耀明近期为阿里巴巴集团旗下旅行品牌飞猪打造了最新宣传片，这是一个旅行达人的励志故事，为中国的残疾人树立榜样。
Director Andrew Lok’s new film for Alibaba Travel is an inspiring tale of wanderlust that also casts a rare light on the plight of the handicapped in China.
影片《飞》犹如诗篇一样展开，主人公权鹏14岁起胸部以下全部瘫痪，只能靠着轮椅活动，但是他却一直梦想着能畅游中国。2014年8月，他决心追逐梦想，一路从北京出发，奔向海南岛的最南端，也就是中国人熟知的“天涯海角”。现在，他已经走过了5000多公里。
Shot as a poem being written, “Fly” follows wheelchair-bound Quan Peng who, despite being paralysed from the mid-chest down since the age of 14, always dreamed of traveling across China. In August 2014, he set out on his quest, leaving Beijing toward what some Chinese refer to as the “world’s nd”, the country’s southernmost tip on Hainan Island. He has so far clocked over 5000 kilometres on his journey.
上海文明广告公司创意人骆耀明认为，权鹏的故事完美的体现了阿里旅行宣传片追逐旅行的梦想的理念。骆耀明觉得，权鹏的旅行不应局限在中国，他们要把他带到世界的尽头，去北极看极光。
Civilization founder Lok realized Peng’s story was a perfect fit for a brief from Alibaba Travel for a film about people with dreams of travelling. The idea was to interrupt Peng’s journey and take him beyond China’s borders to the farthest outpost of the world, the Arctic Circle, to see the Northern Lights.
韶关乳源南岭国家公园 | Shaoguan Ruyuan Nanling National Park
热爱冒险的权鹏觉得，他可以借这样的机会激励像他一样身患残疾的人。由于权鹏旅行早已已经展开，所以这次做宣传片要面对的问题就是如何能在一周时间内，仅仅在广东就拍摄出权鹏两年的旅程，而且要包含不同季节的不同的风景。
The young adventurer saw it as an opportunity to inspire others like him. Already well in to his journey, one major challenge was recreating Peng’s two-year journey, across changing seasons and diverse landscapes, in just one week in one province, Guangdong.
韶关乳源南岭国家公园 | Shaoguan Ruyuan Nanling National Park
《飞》是骆耀明的最新作品，去年他执导了乐事《香芝一刻》广告和百事新年新年广告，由六小龄童出演的《把乐带回家之猴王世家》。这两部作品都出自上海文明公司之手，2012年骆耀明跟人合伙创办了这家独立广告公司。他不仅擅长文案，还擅长写诗，所以广告词和广告歌曲都出自他的手笔。
“Fly” is Lok’s latest major directorial effort following last year’s Lay’s “Cheddar Moment” and landmark Chinese New Year Pepsi film, “Monkey King Family” starring Zhang Jinlai, created with Civilization, the indie agency he co-founded in 2012. Lok, a copywriter and poet by background, also penned the lyrics for the accompanying ballad.
骆耀明 | Andrew Lok
另外，这部片子出彩之处就在于他以残疾人为主角，相比之下，中国社会对媒体对残疾人的报道并不多。权鹏离开北京踏上旅途，渐渐地，他发现他所要表达的是中国各个城市专门为残疾人设置的设施的缺失这一话题上。
The film is also notable for featuring disability, a reality that is rarely given exposure in Chinese society or media. Since departing the Chinese capital, Quan Peng’s mission has grown to be about drawing attention to a severe lack of handicap-friendly facilities in Chinese cities.
SHP+与骆耀明面对面，聆听这部片子制作故事。
SHP+ caught up with Lok to hear how it all came together.
乳源乡间小路 | Country road of Ruyuan Village
拍摄准备了多久？
从得到客户同意到开拍，大约是两周时间，其实很匆忙。但是电子商务平台的做事方式都这么迅速。一旦认定，就要“两个月之内就上线。”
How long did you have to prepare the shoot?
From client approval to camera rolling, about two weeks. It was hectic to say the least. That’s the speed of e-commerce platforms. When they love something, it’s a case of “I want it on air in two months.”
Nuts Films是哪家公司？为什么你们选定他们参与这个项目？
Nuts Films的前身是Fan Jing Films，之前的《把乐带回家之猴王世家》的拍摄就得益于他们的参与。猴年之后，他们想要做出彻底变革，完全改变公司的形象，所以就改头换面了。
Who is Nuts Films? Why did you select them for this project?
Nuts Films is the rebranded Fan Jing Films, who supported me for Pepsi’s “Monkey King Family” shoot. They wanted to make a sea change after the Year of the Monkey, so opted for a complete corporate image makeover.
广东乳源瑶寨 | Ruyuan Yao Tribe, Guangdong
您提到，要在一周之内在广东演绎出四季的变换和不同的风景，难度很大。能跟我们说一下为什么选择广东拍摄吗？你们想要捕捉哪些关键的风景和镜头呢？
选择广东其实不是我们的决定，而是当时权鹏恰好就在广东。当时芬兰是冬季，我们想要捕捉到芬兰的春夏秋的画面，给旅行画上句点。芬兰有湖泊田园风光，所以在中国拍摄的话，我们的想法就是要让他的旅行遍布城市、山峰、大海这些元素，勾画出美丽的自然景色，他愿意把这些地方当做旅行目的地。
You mention the challenge of recreating four seasons and varied landscapes in only one week in Guangdong. Can you talk a little bit about the process of selecting that province as the location. What were the essential landscapes and shots that you wanted to capture?
There wasn’t much of a choice. Guangdong province was where Quan Peng was rolling through at that time so that had to do. We knew it was Winter in Finland so we wanted to capture Spring, Summer and Autumn to give the Finland scenes a “journey’s end” feel. And given Finland is the pastoral land of lakes, for the China shots, we decided to go from cities to mountains to ocean to dramatise his journey and paint the landscapes that, while beautiful, he desires to fly away from.
广东乳源瑶寨 | Ruyuan Yao Tribe, Guangdong
有没有哪些最初的创意，最终无法落实到拍摄中？
拍摄日程非常紧凑，而且天气状况也有限制，我们没有缓冲的时间，所以拍摄的时候时不时就要调整思路。最初的概念都保留了，呈现出整体的思路，后期的剪辑也让片子活灵活现。运用诗歌的想法其实我一直都有，我很欣赏李维斯广告采用美国诗人查尔斯·布可夫斯基诗歌的做法，也很青睐大众广告中运用的英国诗人狄兰·托马斯诗歌。但是就如同诗歌的创作一样，我们也是在拍摄过程中突发奇想，自然而然就融入了诗歌。
Were there any ideas in the original treatment that you weren’t able to shoot?
Given the compacted shoot schedule with zero buffer for weather contingency, the ideas were constantly morphing along the shoot. The original treatment was kept to broad strokes, and the film came alive during editing. The concept of a poem was always in my head (I’m a big fan of Levi’s use of Charles Bukowski and Volkswagen’s use of Dylan Thomas), but like the process of writing poetry, the film “happened” as we were shooting it, a very organic and spontaneous process.
有哪个特定镜头特别难吗？
其实每个都不简单。尤其是在广东的山上和芬兰拉普兰雪山航拍的镜头特别有挑战——我45岁一把老骨头了，要爬上这些山并不是一件容易的事情。而且我们差点就损失了一台价值两万美元的航拍机，它撞到电线上，好在有惊无险。
Which specific shots were the most challenging?
Pretty much all of them. Getting in position to direct the drone shots in the mountains of Guangdong, and clambering up the icy slopes of Lapland, those were particularly tough on my 45-year-old knees. Oh, and we almost lost a USD$20,000 drone; it flew into some power-lines. That would’ve really hurt.
能跟我们简单说说跟Yellow Box合作创作音乐的事吗？歌曲是怎么完成的？
有一天凌晨两点钟，我在广东北部山区的一个阴森陈旧的住所（根本不能算是酒店）里完成的，拿着一个金属盒当做吉他（我说想要一把吉他时，工作人员以为我想把它当道具呢）。其实，权鹏在遇到我们之前，从来没坐过飞机，而我们普通人觉得坐飞机是再平常不过的事情了。中国有句俗语叫，“要想学会跑得先学会走”。权鹏2014年离开北京真正踏上旅途之前，他已经在脑海中憧憬过很多年了。我想要给他的飞行创作主题歌。
这首歌的主创人员都是我的老朋友，Yellow Box创始人Rennie Gomes是新加坡音响工程男神级的人物；Jai Wahab是新加坡著名歌手兼歌曲创作人；Wayne Yap此前是新加坡青年交响乐团首席小提琴手。我觉得主题歌可以让这部片子融为一体，所以我想跟几个多年老友一起合作，因为他们很了解我的音乐品味。如果这首歌很火的话，我会我最开始在手机录的音公布于众。当然我唱的很粗糙，唱功不好，弹的也不好。
Can you talk a little bit about your collaboration with Yellow Box for the music? How did the piece come together?
I wrote the song at two in the morning in a dingy, haunted dwelling (calling it a hotel would be stretching it) in the mountains of northern Guangdong with a metal-strung box masquerading as a guitar (I think the crew thought I wanted a prop when I asked for a guitar). The fact that, prior to meeting us, Quan Peng had never been on an airplane before, made me realise how much all of us take the act of travelling for granted. There is a Chinese proverb that says, “learn to walk before learning to fly”. In his case, his imagination and dreams have been soaring for years before he pushed off from Beijing in 2014. I’m just trying to write the theme song to his flight.
Rennie Gomes, founder of Yellow Box and the god of sound engineering in Singapore; Jai Wahab, Singapore’s famous singer-songwriter; and Wayne Yap, former lead violinist for the Singapore Youth Orchestra, are all old friends from way back when. I knew this song would hold the film together and it was so personal, therefore, I wanted to work with friends who’ve known me for a long time and know my musical sensibilities. If this song ever becomes a hit, I will release the original that I recorded on my phone. It has a very raw edge to it. Too bad I sing and play horribly.
广东乳源瑶寨 | Ruyuan Yao Tribe, Guangdong
能跟我们多讲讲您的词曲创作的故事吗？
多年以来我一直写诗（我创作的诗选《处人情》市面上有卖，这么说有点脸皮厚），而且多年来一直弹吉他。但是把诗歌创作跟吉他结合起来的想法几年前才有。现在我还不敢称自己是词曲创作人。就像当初有人管我叫“导演”一样，也是经过了四年多的时间，我才渐渐习惯有人管我叫导演。
Can you tell us more about you as a songwriter?
I’ve written poetry for years (shameless plug, my anthology “I am a tourist” is available for sale). I’ve played guitar for almost as long. It hasn’t occurred to me to put them together until a few years back. I still have a long way to go before I dare to call myself a songwriter. It took more than four years of directing before I was even completely at ease when somebody on set called me “director”.
骆耀明《处人情》| I Am A Tourist, by Andrew Lok
这首歌是谁唱的呢？
Jai Wahab（歌手）以前是90年代初流行乐团KICK的吉他手，非常有才华的音乐人。我们两个喜欢的偶像也很相似，比如James Taylor，Don McLean，Dan Fogelberg，所以这次能请到他演唱我们真的很幸运。
Who is the singer?
Jai Wahab (singer) was the guitarist for the early-90s pop group KICK, and is an incredibly talented musician. We share a lot of idols like James Taylor, Don McLean and Dan Fogelberg, so getting him onboard for this project was a given.
为什么用英文演唱呢？
我觉得游子/行吟诗人这样的人物形象在西方流行文化是非常根深蒂固的，但是中国文化并没有对等的概念，起码主流文化里没有。所以不用中文演唱感觉也很自然。而且不论好坏，近几年中国游客也渐渐走出国门，去探索外面的世界，而且英语是旅行的通用语言。
Why is it sung in English?
I think the iconography and ideal of the wanderer/troubadour is very rooted in Western pop culture and doesn’t really have an equivalent here in China, at least not in the mainstream. So it didn’t feel wrong not to have the song in Chinese. What’s more, the last few years have seen Chinese tourists, for better or worse, explore the world, and the world’s lingua franca of travel is English.
韶关乳源南岭国家公园 | Shaoguan Ruyuan Nanling National Park
现在人们对这部宣传片的反响如何？哪些地方出乎你的意料？或者说让你觉得付出很值得？
我还真不知道，我没问过别人。朋友们都一如既往的支持我。还是等等看中国游客的反响吧。我在广告行业20多年了，在中国也有12年了，所以其实现在一般很少会有惊喜。如果这部片子真的能够提高人们的意识，关注残疾人出行的基本需求的话，那我们所有的努力就没有白费，当然，我们所付出的努力同残疾人日常生活所要克服的困难相比起来，非常微不足道。
What has been the feedback to the film so far? Has anything surprised you, or been particularly rewarding?
I don’t know, I never ask. Friends are supportive, as they usually are. But let’s wait and see how the Chinese audience reacts. After more than 20 years in advertising, 12 of them in China, very little surprises me these days, unfortunately. That said, if this film goes a little way into advancing an awareness for the basic need of transportation access for the handicapped, it would be worth all the effort we went through, an effort which of course pales in comparison to what our handicapped citizens go through daily.
骆耀明与摄制团队在深圳海滩 | Andrew Lok and the Prodcution Team at Shenzhen
一般来讲，广告中不会出现残疾人，在中国尤为如此。这种情况是不是要改变？那在这部片子拍摄的过程中，是不是有一些很敏感的地方要考虑到，尤其是这部片子算是中国广告业第一次对残疾人题材的尝试？
一个字，对。广告其实是反应人们生活状况最强有力的媒介，所以其实没必要遮遮掩掩。唯一需要顾及的其实是权鹏的感受。我想展示的是他旅行中的欢乐。权鹏本人，飞猪旅行，还有我本人，都一致认为不能把这部片子做的催泪煽情。相反，要表达的是旅行的喜悦和梦想的力量。
Generally, handicapped people are not represented in advertising, especially in China. Does that need to change? What did you need to be sensitive of when approaching the film, particularly given that it is something of a first in Chinese advertising?
In a word, yes. Advertising is most powerful when reflecting the human condition, so there’s no reason to shy away from it. The only person I was sensitive of was Quan Peng himself. I wanted to showcase the joy he derived from travelling. He, the client and myself, completely agreed that we didn’t want to create a tearjerker. It has to be a celebration of the joy of travel and of the power of dreams.
鸣谢
- 品牌：飞猪（阿里旅行）
- 客户方工作人员：Chris Tung/Andrew Yang/Liz Wang/Alex Xue
- 广告公司：上海文明广告
- 创意总监：骆耀明/Alex Xie/Andy Lau
- 文案创作：骆耀明/Daniel Li/Sophie Li
- 艺术指导：骆耀明/Andy Lau
- 广告公司制片：Fisher Yu
- 客户管理：Cesar Feng
- 制作公司：Nuts Films
- 导演：骆耀明
- 联合导演：Didi Xu/Ling-Song Yu
- 制片：Didi Xu/Jason Jia/Qi-Kang Luo
- 摄像：Ke-Nan Qi
- 第二摄制组摄像: Max Liu/Jason Jia
- 航拍摄像：Ming-Di Zhu
- 后期制作总监：Didi Xu
- 剪辑：Didi Xu/Silver Huang
- 调色：Ying-Jie Zhang
- 音乐制作：Yellow Box
- 音乐导演：Rennie Gomes
- 作曲：骆耀明/Jai Wahab
- 作词：骆耀
- 音响：Xander Toh
- 播放日期：2016年12月
Credits
- Brand: 飞猪 (Alibaba Travel Services)
- Client Executive: Chris Tung / Andrew Yang / Liz Wang / Alex Xue
- Agency: CIVILIZATION Shanghai
- Creative Director: Andrew Lok / Alex Xie / Andy Lau
- Writer: Andrew Lok / Daniel Li / Sophie Li
- Art Director: Andrew Lok / Andy Lau
- Agency Producer: Fisher Yu
- Client Management: Cesar Feng
- Production House: Nuts Films
- Director: Andrew Lok
- Co-director: Didi Xu / Ling-Song Yu
- Producer: Didi Xu / Jason Jia / Qi-Kang Luo
- Cinematographer: Ke-Nan Qi
- 2nd Unit Cinematographer: Max Liu / Jason Jia
- Aerial Cameraman: Ming-Di Zhu
- Post Production Director: Didi Xu
- Editor: Didi Xu / Silver Huang
- Colourist: Ying-Jie Zhang
- Music Studio: Yellow Box
- Music Director: Rennie Gomes
- Music Composer: Andrew Lok / Jai Wahab
- Lyricist: Andrew Lok
- Sound Engineer: Xander Toh
- Broadcast Date: December 2016
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
