Brand Film Awards US: Crafts – MM&M – MM + M



The art of storytelling is fully on display in this section, as writers and other artists control the screen with their direction and concern for perfection.

Animation

WINNER: Golden Age Karate

Zendesk and Even / Odd

Colorful graphics, energetic animated sequences and live movies are interspersed in Zendesk Golden Age Karate, directed by Sindha Agha. The film tells how Jeff Wall began to develop his passion for karate at the age of 6; he would be inducted into the United States Martial Arts Hall of Fame at the age of 10. However, it is his decision to teach senior karate that makes Wall’s story compelling and connects his biography to Zendesk.

Wall first puts his karate skills in a retirement home after spending many weekends with his grandmother. Imagining that other seniors might aspire to social and physical opportunities like she once was, Wall quickly discovers through her senior students that one is never too old to kick butt. The film was produced for $ 125,000 and is part of a Zendesk series on “Stories about Helpful People”, suitable for a company that encourages its employees and customers to reinvent consumer support and what it looks like.

HONORABLE MENTION: Simple things matter

Microsoft and Microsoft Story Labs

Watch the movie here.

Cinematography

WINNER: Hometown – Photographed on iPhone by Phillip Youmans

Apple, TBWA Media Arts Lab, Smuggler and OMD

For Black History Month in 2021, Apple authorized a 33-day takeover of its Instagram account – the longest takeover in the brand’s history. Each day, images from a different black photographer were presented.

Hometown – Photographed on iPhone by Phillip Youmans, including the 2019 feature film Burning cane won the Founders Award and Best Cinematography Award at the Tribeca Film Festival, focuses on four of the photographers who participated in the project and who are located in four different cities: Lawrence Agyei (Chicago), Gabriella Angotti-Jones (Los Angeles), Lauren Woods (Charlotte) and Julien James (Washington, DC). The short vignettes on each artist capture aspects of their work as well as the variety of experiences black people have in America today, from queer life in Charleston to black surfer culture in Los Angeles. As Agyei states in the film, his goal is to continue making images that “will change the way we see the whole Black experience,” a mission shared by all of the film’s photographers and Apple’s larger campaign. .

HONORABLE MENTION: Shot on iPhone by Damien Chazelle – Vertical Cinema

Apple, TBWA Media Arts Lab, Superprime and OMD

Watch the movie here.

Direction

WINNER: Shot on iPhone by Damien Chazelle – Cinéma Vertical

Apple, TBWA Media Arts Lab, Superprime and OMD

When Damien Chazelle won the Oscar for Best Director for La La Land, a film celebrating Hollywood’s golden age, the ceremony was historic: Chazelle was the youngest person to receive an Oscar in this category. It may be fitting then that his work for Apple delves into Hollywood history to make a statement about how movies have long been shot and viewed.

At just nine minutes, its short spans an array of cinematic genres starting with a black and white comedy and ending with a space age sci-fi film. There are also stops in westerns, musicals, and action adventures along the way. On some level, the film’s star is a stuntman, forced to repeatedly cede center stage to the main man in each film, but the main character is, arguably, the vertical format. As the name suggests, Chazelle’s film was shot on an iPhone – and it didn’t switch its orientation to landscape mode. Artistic direction, props, costumes, cinematography and more have been redesigned vertically in a brief, dazzling and entertaining piece.

HONORABLE MENTION: Eric and the bees

Zendesk and Even / Odd

Watch the movie here.

Emerging technology

WINNER: Dictators

RepresentUs, Mischief @ No Fixed Address and Playtimemedia.tv

Mischief @ No Fixed Address used deepfake technology to expose hard truths about the US political environment in two short films they produced ahead of the 2020 presidential election for RepresentUs, a bipartisan and grassroots anti-corruption organization .

The stars of both spots – directed by Zach Math and written by Kevin Mulroy – are Kim Jong-un from North Korea and Vladimir Putin from Russia. Well, at least AI-generated facsimiles. Deepfake technology represents a unique danger to our confidence in the media as well as to our democracy, although here the two dictators are raising an alert by issuing indirect warnings. They explain that due to extreme partisanship, unfounded skepticism and apathy, there is no need for them to actively undermine democratic institutions.

The spot turned out to be so controversial that none of the networks ran it and Mischief @ No Fixed Address switched to paid media and social media. The spots then went viral, resulting in over 1.2 billion impressions.

Music and audio

HONORABLE MENTION: If you are ready and you know it

Oura, Mischief @ No Fixed Address and Revolver Films

Children’s song If you are happy and you know it gets an adult update in this one-minute spot for Oura, wearable health tech that’s taken a holistic approach. The movie suggests that “if you’re tired and you know it, avoid the gym” and “if you’re anxious and you know it, take a break.” It’s a smart, eye-catching way to encourage us to listen to our own bodies, with help from Oura.

Watch the movie here.

HONORABLE MENTION: Reverie (In Artois life)

Stella Artois, Pereira O’Dell, Prettybird, Dentsu and Weber Shandwick

This 3 minute film directed by Paul Hunter and produced by William Green took the unusual reality of summer 2020, with many of us stuck at home alone, and made it the basis of a happy place as the reveries of individuals take the form of physical twins. which led them to dance in the sun. A cover by Mr. Ward of the hit Lovin ‘Spoonful Musings and choreography by Mandy Moore (known for her work on La La Land) offer a contagious quality of well-being.

Watch the movie here.



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