Oliver James

Technology - INTRO

This story captures the vices and virtues of modern society, as well as the impact of entertainment. The speed and enthusiasm with which we latch onto the latest trends in search of fun, affirmation, or to feel part of a community without ever thinking about what they mean. Then the inevitable backlash when we look beyond the superficial excitement and question their real-world implications, seeking to educate ourselves and others.

Even amid a global pandemic that saw nations shut down, cities close, economies grind to a halt, and people more isolated than ever, we managed to take seemingly frivolous forms of entertainment like The Wellerman and turned them into cultural trends that not only brought people together in difficult times but started a debate about whaling and the conservation of our oceans.

This is the power of entertainment. To trigger a conversation. To educate. And to be a catalyst for change that pushes humanity forward. And all it takes is a little SPARK.

Lifestyle - LOOK AND FEEL

While the setting and dynamic may be familiar, this isn’t real life. It’s heightened. It’s a vivid, colourful world in which things have a little extra polish and moments are pushed that bit further. It’s a designed, intentional reality in which each image looks iconic and each moment feels meaningful.

Shot in an observational, reactive style, with natural light, we’ll use two cameras to capture interactions with, and reactions to, these Hotpoint appliances. This multi-camera approach will create a sense of freedom, dynamism, and fluidity. It will seem as though we are following the characters, rather than following a script, bringing a spontaneous feel to the spot.

By taking this approach, we’ll capture the moments before and after the locus of our scenes, providing us with the material to craft a satisfying narrative arc and an edit that feels intuitive rather than rigid.

Sports - THE SCRIPT

We go in close on Antony Joshua as he takes his seat in the corner of the ring. But this is no rest.

His face and body come under constant assault from the swabbing, pressing, squeezing, and stretching of his team as we cut seamlessly between…

…the wind lashing and the snow pounding his body and face while he sprints through a wintry field.

As he goes faster and pushes harder so does the film, building in speed and intensity until we reach a frenzy of kinetic, intuitive cuts. We’re feeling the action. We’re in the midst of it.

Then we cut to a close-up of his Under Armour Surge 2 trainers as a wide lens shows us them in all their detail. A thick white foam sole for maximum shock absorption. A padded ankle collar for a secure fit. The signature logo stitched onto the black canvas.

Then we’re back with Anthony as the bell rings. Next round…

Comedy - INTRO

A splitting headache, a dry mouth, and the heaves. The telltale signs of a good night out. It’s been a while since I had a hangover that wrote off my entire weekend, but back when I had what felt like two jobs - working and clubbing - I’d often spend my Friday nights club-hopping through East London, then Saturday and Sunday paying for it. Or even worse, trying to hide it from my creative director come Monday morning. I tried all the rumored cures, from ripe bananas to Iron-Bru, activated charcoal to hair of the dog. All to no avail.

But thanks to VitaCoco we now have an affordable, tasty cure for your hangover that doesn’t mean you have to spend the next shame-filled morning after a night out sipping on a bottle of Pedialyte. Forget the Covid vaccine, as far I’m concerned this is the biggest medical-ish breakthrough since penicillin. A basic human right that everyone should know about. So let’s spread the word:

Your hang is over.

Automotive - MUSIC

Nothing defines the 60s more than music. And while composed music can replicate that 60s sound, it doesn’t evoke the same memories or have the same transportive power of an original track from that era. That said, we need to make sure that we choose a 60s song that appeals to a contemporary audience so that our film doesn’t feel dated but timeless like the Porsche 992 SC.

This track will be the same across both timelines, connecting them and giving the story a sense of unity. We’ll also play around with the sound, using silence to build emotional suspense then bring the music back in to amplify our characters’ feelings as we reach the crescendo of our love story.

Food & Beverage - PRODUCT

We’ll integrate Nutella into the film where it makes sense, but it shouldn’t interrupt the flow of the story. It’ll be visible, but not forced. Part of our characters’ lives, rather than at the center of it. And when we do show Nutella, we’ll look to do so in a varied and appetizing way that captures the anticipation and satisfaction that comes with seeing it, opening it, spreading it, and eating it.

Showing Nutella being passed between family members and reinforcing the idea that it’s a shared, communal product. The slow but seamless twisting of the lid and pulling back of the foil that builds anticipation. Scooping the soft, sticky Nutella out of the jar as it curls around the edges of a knife. Lathering it over a warm, thick pancake as it starts to melt and glisten or layering it on a thick, toasted slice of bread as a set of teeth crunch down on it with a satisfied smile.