Adam Berg is a talented Swedish video director of mostly television commercials but has a very technical and fine-art approach to the way we view film and motion. Most notably, his 2009 Phillips TV commercial "Carousel" won him the Grand Prix award, the most prestigious award within the advertising industry at the Cannes Lions International Advertising Festival. It was the second online advertisement to win in this Film category of all time. Usually awards don't go to commercials... The release of this video was huge. In just over two weeks the short film had been viewed over half a million times online, with viewers spending an average of 5 minutes and 20 seconds on the interactive website.
Video credits.
To claim this post is really about one artist would be incorrect. Adam Berg was the director of the project but work like this takes a lot of different people. The financial situation for something like this took the backing of a London-based production company Stink Digital (where Berg was the Director). The director of photography was Fredrik Backar and the post supervisor Richard Lyons. Chris Baylis was the creative director of Tribal DDB Amsterdam (The advertising agency in charge of the advertising campaign) who worked conceptually with Berg for the idea of something cinematic like "car chases... bank robberies... heists gone wrong." My research also pointed to executive producer Mark Pytlik, who also worked along Berg and generated some ideas as well.
This 2 min and 19 second short commercial took a crew of over 100 people to build the set with 60 additional extras in the film itself to "pose" for the tracking shots. Many of these extras, as noted in the behind the stage fim seen here, were said to be stunt men and dancers who were good at holding still with good body control.
Total filming took three days. Although 90% of the short commercial was shot completely in camera with no post-production, the other 10% of post (removing wires, tracks, adding explosions, merging scenes together seamlessly, etc) took five weeks and was a very arduous process.
See more behind the scenes here.
On a personal level I'm blown away by how this video looks. It merges still photography and video motion seamlessly and is a model for what I would like to accomplish in my career at some point. This "effect" has been replicated in other films since then, but this was one of the first to do it, and do it very well.
Adam Berg is now being nominated to be the director of the film Deadpool. It is believed to have landed on 20th Century Fox’s radar as a result of his work on Carousel (source)
Video credits.
To claim this post is really about one artist would be incorrect. Adam Berg was the director of the project but work like this takes a lot of different people. The financial situation for something like this took the backing of a London-based production company Stink Digital (where Berg was the Director). The director of photography was Fredrik Backar and the post supervisor Richard Lyons. Chris Baylis was the creative director of Tribal DDB Amsterdam (The advertising agency in charge of the advertising campaign) who worked conceptually with Berg for the idea of something cinematic like "car chases... bank robberies... heists gone wrong." My research also pointed to executive producer Mark Pytlik, who also worked along Berg and generated some ideas as well.
This 2 min and 19 second short commercial took a crew of over 100 people to build the set with 60 additional extras in the film itself to "pose" for the tracking shots. Many of these extras, as noted in the behind the stage fim seen here, were said to be stunt men and dancers who were good at holding still with good body control.
Total filming took three days. Although 90% of the short commercial was shot completely in camera with no post-production, the other 10% of post (removing wires, tracks, adding explosions, merging scenes together seamlessly, etc) took five weeks and was a very arduous process.
See more behind the scenes here.
On a personal level I'm blown away by how this video looks. It merges still photography and video motion seamlessly and is a model for what I would like to accomplish in my career at some point. This "effect" has been replicated in other films since then, but this was one of the first to do it, and do it very well.
Adam Berg is now being nominated to be the director of the film Deadpool. It is believed to have landed on 20th Century Fox’s radar as a result of his work on Carousel (source)
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