蘑菇街与琥珀传播近日合作完成了一部最新的广告片，由维吾尔族女演员迪丽热巴主演，整部片子在高速的场景切换中展示出年轻一代敢于尝试的性格。
本片的制作由嗡啊哄影业与长期合作的导演Julien Ayrault完成——他们近日刚合作拍摄过美的空调的广告。在拍摄初期，琥珀传播与嗡啊泓就给予了Julien极大的支持与创作空间。他们告诉Julien：把你的想法全部拿出来，我们希望能够拍的开心，也希望能够有一个强力的入手点。”制片人吴春杰对Julien说，不要太拘谨，自在一点，因为这是一个很有趣的项目。
Fashion app MoGuJie presents the “dare to try” spirit of the youth in China, in a frenetic new spot starring emerging Uyghur film star Dilraba.
Agency Amber Communication joined forces with Shanghai production company WAH who brought in French director Julien Ayrault. WAH and Ayrault are long-time collaborators, most recently creating a Kung Fu comedy spot for Midea. WAH producer Wu Chunjie explains the directorial selection, “Julien’s passion towards filmmaking moved me the first time we met. That’s why we believed he was the perfect person to direct this spot. His passion really reflects MoGuJie’s young and fearless spirit.”
导演Julien Ayrault｜Julien Ayrault, Director
吴春杰说：“我刚认识Julien的时候，他所独有的对于影视制作的热情就打动了我。这也是为什么我认为他十分适合来拍这部片子——他的热情与蘑菇街那种年轻化，敢于尝试的自我标榜十分契合。”
Ayrault出色的临场调度能力为本片增色不少。琥珀传播的运营总监Moning Guo说：“作为导演Julien给这部片子带来了很多出色的镜头，他的许多发散性思维也是这部片子成功的一个原因。”
Amber, Ayrault and WAH brainstormed the concept together from the beginning. The director explains that both agency and production company gave him free reign to create and express himself. “They said, “Do whatever you feel. We want to make it stronger, so let’s have fun with it. I like it when thing start like this”.
To emphasise the range of styles available on the app and the many life choices available to young people, diversity was a crucial concern. As such, Ayrault and WAH spent hours plotting 22 scenes to be shot across just three days.
Julien Ayrault亲自参与到了本片的创意方案的设计中。Ayrault亲自为本片设计了22个不同的场景以突显蘑菇街的多元化。片中有一个场景是迪丽热巴在宿舍中吃面条，Julien提出希望这个场景能够更加具有挑战意味。他于是决定在拍摄中加入电磁炉——这一在中国宿舍中严令禁止使用的电器——以此来突出蘑菇街敢于尝试的年轻心态：“这就是我试图去做的，我试图唤起人们记忆深处的东西。”
With such a demanding schedule, it was important to minimize transfer time between locations. Ayrault explains that many of the eventual locations were discovered by chance while scouting around the studio for the Midea job with WAH Executive Producer, JJ, “We were looking for locations everywhere. It was like “can we use this corridor? As I was going out to the parking lot, I found the place that would be the hair salon.” So it was like we had three scenes already and we didn’t even need to move. [WAH] let my imagination go, they followed it and said ‘let’s make it happen’”.
Ayrault亲自掌镜｜Ayrault operating the camera
这一切都是在三方的共同思维创意中产生的，Julien说这是很棒的团队合作：“我一直都很喜欢他们的这种敢于尝试的理念。我为他们创作了分镜头，同时他们也在我的创意上加入了他们自己的内容。”做头发的一幕中，团队为迪丽热巴设计了鲜艳的口红与惹眼的发型，Julien在此基础上又将迪丽热巴的头发换成了亮眼的蓝色。
On top of the multiple locations, Ayrault explains that working with a celebrity (complete with ten-person entourage including two bodyguards) and constant wardrobe changes made an already tight schedule even tighter, “we had to plan how many times we have to shoot along with how many times she needs to change. The client wanted was to show as many styles as possible, which meant schedule craziness, like 1.5 hour breaks during shoot to change.”
导演Julien Ayrault在现场指导｜Julien Ayrault in action
拍摄过程中，场地的转换成为了最困难的部分。由于拍摄时间只有3天，鉴于上海白天道路的拥堵状况，行程被压缩的异常紧张。Julien说：“整个拍摄过程都十分紧张。客户希望迪丽热巴能够在片中尽量多的展示不同的造型，而一旦需要换装就需要至少一个半小时。这对我们来说是极大的挑战。”
Ayrault describes the films as “a manifesto of youth. It’s about trying things. We’re saying no matter whether you succeed or fail, you have to try it.” As such, it was important that each scene reflected the ‘dare to try’ tagline. For example, when the girl is eating noodles in her dorm, Amber creative director Menu Tsai had the idea to add a rice cooker in the corner, something strictly forbidden in a Chinese dorm.
迪丽热巴在拍摄水下镜头｜Dilraba during the underwater shot
蘑菇街的这则广告的主题“敢于尝试”与Julien的经历不谋而合，从法国东北部的一个小镇到巴黎的大学生活，在新闻专业就读期间Julien曾经写过专栏，创办过一本杂志，随后又投入影视制作的行业中，拍摄过音乐现场，随后又因为一次巧合来到中国并留了下来。Julien说：“他们的理念非常坚实，我很喜欢。因此我才对他们说，让我们把它变得更多元化，更有时代的特征。”
“对于我来说，年轻并不是成功，而是不断的失败，直到成功的过程。”Julien承认他很喜欢广告中的这些概念，尝试新事物，尝试分手，尝试所有常识告诉你是错误的事情，“这个广告对我很重要，因为这像是一个青春的宣言。”
Ayrault reflects on a hectic shoot, “It was very challenging in terms of location finding and shooting – it was very difficult. But we had a lot of fun.” Amber operations director, Moning Guo, credits Ayrault for executing a strong creative outcome, “Julien contributed a lot of new ideas and scenes. His creativity is a major reason for the success of the spot.”
团队重新布景｜The team redesigning the stage
从左至右：Chris，制片；大然，客户；多肉，客户；孜苏，客户；Niki，美术指导；Julien Ayrault，导演；迪丽热巴，演员；李寒婷，副导演；廖崇博，摄影指导；吴春杰，总制片；Moning，业务拓展／运营总监；Mark，创意群总监；Sky，副客户总监；Menu，资深创意总监；Jimmy，客户执行；Mandy，资深客户执行
L to R: Chris, Producer; Da Ran, Client; Duo Rou, Client; Zi Su, Client; Niki, Art Director; Julien Ayrault, Director; Dilraba, Actress; Li Hanting, Assistant Director; Liao Chongbo, Cinematographer; JJ, Main Producer; Moning, Business Development Director/ Chief Operating Officer; Mark, Group Creative Director; Sky, Assistant Account Director; Menu, Senior Creative Director; Jimmy, Account Executive; Mandy, Senior Account Executive
Credits
- 广告公司：Amber Communication 琥珀传播
- 客户： Mo Gu Jie 蘑菇街
- CEO：Amber Liu
- 副总经理：Titan Fu
- 业务拓展/运营总监：Moning Guo
- 创意群总监：Mark Kong
- 资深创意总监：Menu Tsai
- 设计师：Martha Ma
- 完稿：Joyce Wu
- 资深文案：RunQ
- 整合营销策略总监：Monica Mei
- 资深策划经理：YangYang You
- 副客户总监：Sky Xu
- 资深客户执行：Mandy Cai
- 客户执行：Jimmy Wang
- 制作公司：WAH 嗡啊泓
- 监制：吴有音 吴春杰
- 总制片：吴春杰 顾家文
- 制片：Chris
- 执行制片：李谦
- 导演：Julien Ayrault
- 副导演：李寒婷
- 摄影指导：廖崇博
- 美术指导：Niki
- 灯光指导：孙东阳
- 造型师: Corinne
- 外联制片：施卫彬
- 道具组: 典力团队
- 后期制作：BLACKROCK
- 后期调色：泰国OP
- 音乐: Mute Studio
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
