This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “ Mysterious coincidences ”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.

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The ad promotes PS3's highly anticipated Resistance 2. It was created via TBWA, London, and breaks worldwide today, on TV, in theatres, and on the Web. This marks Sutherland's second project for PlayStation's Resistance game, having helmed the launch campaign.

Set at a front yard "Graduation Party", circa 1952, the spot opens on a hopeful and celebratory note. Without warning, the mood is shattered by arrival of alien invaders - the neighborhood is under attack, and joy is replaced with sheer terror. The action is captured on camera with a rough-and-tumble style, and a frenetic energy that maintains the spot's realism. The aliens are glimpsed by the filmmaker, and the mystery makes the scene all the more frightening. Townspeople scramble for cover and search for some means of resistance. Amidst the madness and anarchy, the cameraman trips over and hits the ground... The footage burns out and bubbles. There's a slight whirl of the projector, the film ends, and the game play footage begins.

"Graduation Day" has the aged, yellowing hue of Super 8 film, and to enhance the home movie feel Sutherland composed his shots as one might a portrait or a landscape. "We wanted the actors to seem a bit stiff and awkward in front of the camera," Sutherland said. "We wanted to capture the feel of an All-American scene that was believable and typical of the day." According to Joyrider EP Spencer Friend, the production was going to shoot in Levittown, New York, but practical considerations resulted in a UK shoot. Watching the completed spot, with its American cars and retro-suburban vibe, one would never know the filmmakers created Middle-America in Surrey, England. "Our art department deserves a lot of credit," said Friend.

Sutherland, who also cut the spot, explained that he did not want it to feel like a professionally edited film. Achieving an amateur look - from the camerawork to the editorial - was critical. "Whoever is shooting this is not going to become a professional DP just because the house across the street has just been wiped out by aliens!" he mused.
To realise those aliens, Joyrider - which did all the 3D, compositing and FX in-house - re-modelled and animated the alien characters from the game, and lit them for maximum authenticity. "The camera doesn't focus on the spaceships and aliens, which actually heightens the reality and intensifies the reactions of the townspeople," said Sutherland. "Ultimately, this spot is about how they decide to fight back against the annihilation." "Reuben enjoys playing with film styles and period looks - if a film's got dirt and grit on it, he's in," Friend said, "so I knew he'd respond to this board." Sutherland concurred, saying, "I do love a good dirty film."


Client: Sony PlayStation 3
Brand: Resistance 2
Title: "Graduation BBQ"
First Air Date: November 10. 2008

Agency: TBWA, London
CD: Al Young
Creatives: Lee Tan, Graeme Bowman & Senan Lee
Agency Producer: Esme Fisher

Production Company: Joyrider
Director: Reuben Sutherland
Producer: Spencer Friend
DP: Jonas Mortenson

Editor: Reuben Sutherland, Joyrider
3D Animation: Matt Westrup, Russell Boyd, Joyrider
Compositing: Reuben Sutherland, Joyrider
Grading: Joyrider & The Mill

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Advertiser Groupama

Brand: Groupama Insurance

Credits:

http://www.seethewholestory.com

Client: Samsung
Agency: The Viral Factory
Production Company: The Viral Factory
Director: Henry Littlechild
Producer: Patrick Dugiud
Editorial/Post Production: Concrete
Editor: Matt Hall
Online/Colorist: David Cox
Post Producer: Ross Culligan
Composer: Tim Drawbacks
Audio Post Production: Unit
Mixer: Kim Storey

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