今年的上海车展一如既往的热闹。据闻参展商超过两千家，一周的时间内涌进了近百万的观众。在这样重要的舞台，无论是展现新产品还是新的宣传片，都是品牌重要的战略性的举动。就像观致汽车，它选择在车展上首映其全新的品牌形象片，是为了正式宣告年轻化的定位。
急活就是有赖于团队的高度配合
相对观致在2013年底发布的《观致3“否定篇”》里表现的高端设计和高科技感，这次的车展形象片来了一个180度的大变身，洋溢着青春、躁动与活力，它承载了观致要与90后人群对话的愿望。而片子执行的最终任务落到了本地制作公司WE Productions的身上。WE的监制Tanya告诉SHP+：“这次的制作周期从3月底至4月中，整部片子前后只有21天的制作时间。”
短促的制作周期对WE的资源调配和团体运作能力是一个很大的考验。 从选角、三天的拍摄到后期，WE的员工和拍摄团队几乎是玩命似地工作。为了节省时间成本，选角上聪明地挑选了在现实生活中与角色身份相近的人：例如乐队的鼓手本身就是《好声音》节目的御用鼓手，而担任设计师的男主角是来自安迪造型（Andy Creation）里的造型师等。本来这类“年轻人态度”的题材与“影像视觉拼贴”手法已经有点被使用过滥，不过此次演员们的本色演出弥补了创意的不足，成为了本片的亮点之一。
在一支由自由职业人临时组建的队伍里，人员的专业度和配合度决定了三周拍摄的成败：导演张成栋虽然很年轻，今年只有30岁，但他专科出身，毕业于北京电影学院摄影系，在大学时已经开始拍片，经验不少。摄影师是在上海圈内为人熟知的阿邦，经验丰富的他对自然光线的捕捉和运用让影片充满了阳光的气息；而美术小范注重细节，对场景要求严谨，他可以妙手地把家具店转化成像模像样的设计师工作室。而为片子加分不少的是剪辑师汉子，他超强的节奏感和画面感剪辑出青春四溢的效果。
不难想像，正是背后所有的工作人员“燃烧青春”般的热情给了整部片子的青春的脉动和能量。这股凝聚力是让每一个品牌也好，制作公司也好，可以在短暂的时间内获得快速整合资源的优势和急速前行的能力。
热血的青年们，来张大合照吧！Yeah~
Credit:
制作公司： WE PRODUCTIONS
监制: Tanya Wu
导演: 张成栋
监制助理: NIKO
制片: 徐霁
制作组: 周浩 程璞 陈韧
美术指导: 范培明
道具: 老表
摄影师：BONBON
摄影大助理：郎其飞
花絮摄影师： 林珊任
灯光师：林明雄
演员：李宁、汤璐、刘明利、颜士钰、陈静、程蕾、毕润原、高宸文、孙祥、李伟浩、周志平、孙依勤、詹承强、王丹青、吴旭、孙斌、刘云奇
服装组：坦子惠 Simon
化妆组：婷婷 豆豆
场务：小宝
器材：BONBON 威盛器材
后期制片：三羊
剪辑：汉子
TC：曹东权
音棚：Smile studio
Online： 红胡子
This year’s Shanghai auto show was just as busy as previous years. There were more than two thousand exhibitors, and over the week nearly a million visitors flooded the show. On such an important stage, the debut of every new car model is a strategic and the premiere of new brand films also is an important move. Qoros, a young Chinese brand, chose to debut its new brand film aiming to shift its target to young people.
The actor and the crew had a good time working together
Compared with the high design and high tech look and feel of the “Qoros 3 – Negative” released at the end of the 2013, this new brand film makes a major change, with great dynamics and vitality. It aims to connect to the younger crowd – the ‘born in the 90s generation,’ and the huge responsibility of making such a film landed with local production company WE Productions. Senior EP Tanya WU was in charge of the production and told SHP+ “From the end of March to early April we had only 21 days to produce this film.”
Such a short production schedule presents a huge challenge to whole team, and the allocation of resources and coordination of the shoot had to be very well thought out. From casting to the 3-day shoot to the post, the whole production team was fully dedicated and highly functioning. In order to be more time efficient, the casting cleverly used real people in their real jobs. For example, the drummer in the film is the resident drummer on one of the most popular reality shows – “China’s Voice,” the fashion designer is actually the stylist from a local famous fashion studio – Andy Creation, and so on. Though the “young attitude” theme and “visual image collage” style has been over used in the past year in China, the original and spontaneous acting from the cast makes up for lack of creativity in the storyboard.
We are happy no matter what
Under the pressure of the 21-day timeline, Tanya successfully pulled together a great team of freelancers: Director Zhang Cheng Dong is very young himself. He graduated from the Beijing Film Academy of Photography and though only 30, already has a huge and impressive reel under his belt. DP Bonbon is well known in the Shanghai circle, and his experience of catching natural light brings abundant sunshine and colour into the film. Art director Xiao Fan is strict about his set and very attentive to detail, he easily converts a normal furniture shop to a very fashionable design. But according to Tanya, Editor Hanzi’s skill and good sense of rhythm and pace really injected the spark and dynamics into the final film.
It’s not difficult to imagine the hard work put into this 3 week production period, and the young pulse of the film can also feel like the burning passion and team work that went into it from the WE team – something which can probably be felt in any film which is thrown together quick and with great passion.
BAM Music Library Brings Edgy, Indie Sounds to Chinese Creatives
