111 DECEMBER 2008
shots sampler
beyond skin deep emil mรถller burger king hot buns tony granger the full plectrum
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contents 0 6
9 diesel
10 adidas
12 tourism australia
16 stephen king
25 mixtape club
26 nima nourizadeh
32 purell
34 young photographers
58 burger king
russia
75 stock footage SH111_p06-7.contents.indd 6
62 tony granger
67 creative bloc
80 tim thornton-allan
83 guinness
68 the creative factory
72 maxim kolyshev
86 catherine farrow 20/10/08 14:43:20
0 7 contents
14 microsoft
19 emil möller
30 jef loeb
central & eastern europe
47 2332
44 roman valent
50 art rebel 9
87 joe + rollo SH111_p06-7.contents.indd 7
88 wouter stoter
52 mccann erickson
55 saatchi & saatchi
88 mickey & warwick
89 remi weekes
90 prague 20/10/08 14:43:56
music videos 2 6 nima Nourizadeh
nima He excels at making small budgets look big, and now award-winning music video director Nima Nourizadeh is venturing forth into adland. David Knight tracks his first steps
(From top) Architecture In Helsinki, Do The Whirlwind Santogold, LES Artistes Flight Of The Conchords, Ladies Of The World
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nima Nourizadeh 2 7 music videos
PHOTOGRPAH: ALI MOBASSER
that tune Nima Nourizadeh is sitting in the offices of
massacre inspired by cult director Jodorowsky
screen’ special effects music video – but it’s
hot-to-trot Montreal-based ad shop Sid Lee, and
for L.E.S. Artistes; Hot Chip re-interpreting
actually a combination of true insight into the
he’s excited. He’s just shot an ad for adidas, the
Prince’s Batdance from the 1989 Batman movie
making of such a video together with pure
agency’s new client. It’s not for the giant brand’s
for Ready For The Floor.
fabrication, wrapped in a visually exciting
sportswear, but for the new Originals line of
Often working closely with the artists involved,
package. Over And Over – months in the planning
‘street’ fashion. This is his first big break in the
Nourizadeh regularly reworks pop culture
and a real collaboration between Nourizadeh and
world of ads.
references (some mainstream, often not) that
the band – was a tour de force.
“It’s a pretty big number,” he says, speaking
connect strongly with a youthful audience.
“That was the turning point,” he confirms. The
from the agency’s offices. “It’s been the most
And you can bet almost nothing costs as much as
video’s success meant he was free to jump
insane job – and I can’t believe I did it. It’ll be a
it looks. Budgets were already shrinking in UK
between all types of music, and videos followed
really fun one to watch.”
music videos when Nourizadeh entered the
for Lily Allen and Sophie Ellis-Bextor, as well as
He then breaks into laughter. “Oh man… I’d
industry. He’s one of the best of the new breed.
hip-hop urchin Jamie T and angular indie outfit
love to tell you more, but I’m sworn to secrecy.“
“I’m used to working with quite small amounts of
Maximo Park.
Oh, go on... “No really, I can’t…”
money,” he confirms. “You do become more
Nourizadeh stretched himself with each one,
Affable, laid back – and liable at any moment to
resourceful – and to be honest Partizan have put
bringing new visual techniques to the service of
dissolve into giggles – this 31-year-old Londoner
themselves behind me. They make stuff happen.”
the song and artist, rather than developing a
of Iranian extraction is on a roll. He is one of the
He has been based at Partizan’s London office
signature visual style.
leading directors of British music videos, making
virtually since the beginning of his directing
In Lily Allen’s LDN, the singer walks through a
consistently inventive, stylistically varied and
career as a member of the experimental, often
London of two comic extremes, placed side-by-
hugely entertaining work – invariably for the
provocative creative team, Imaginary Tennis Club
side: the fairytale of her dreams, and an
hottest and coolest acts in modern pop or indie
– formed with fellow St Martins graduate Simon
alternative, appalling reality. In Hot Chip’s
rock, such as Hot Chip, Mark Ronson, Santogold,
Owens – which joined Partizan in 2003.
Colours, a photorealistic, almost 3D version of
CSS and Flight Of The Conchords.
But it was not until Nourizadeh branched out on
singer Alexis’ head starts bleeding colour.
Last month, his work over the past year was
his own that he started to really find his feet as a
In Jamie T’s Calm Down Dearest, home video
recognised with his first major award: Best
director. The breakthrough was hooking up with
footage of Jamie mucking around reveals a suited
Director at the inaugural UK Music Video Awards.
art school outfit Hot Chip not long before they
gremlin causing impish mayhem in his flat.
And now he’s making his first steps into adland.
signed a major label deal, and directing their
The reality is that under the relaxed exterior lurks
Nourizadeh will not divulge any secrets about his
video for Playboy. “We met through the label
the other Nourizadeh – the hard-working
ad for adidas Originals, but the word on the street
Moshi Moshi,” he recalls. “I knew Michael
perfectionist. The driven director is going to do
is that it will be a hybrid between a music video
[McClatchey, co-founder of
and conventional commercial, featuring a stellar
Moshi Moshi] and he took
cast from the worlds of entertainment and sport
me to see them play live. I
– including Missy Elliot and David Beckham.
was like: ‘who the fuck are
It’s a bold and smart move for the Canadian
they?’ They were amazing.”
agency to opt for Nourizadeh to helm this
Nourizadeh would be
crucial element of their vital first adidas
involved in just one more
campaign. The director has learned his trade in
Imaginary Tennis Club video
the increasingly brutal environment of the UK
before he left to go solo. And it was his next
whatever is necessary to achieve his objective:
music video industry, and come up with
collaboration with Hot Chip that completely
entertain the hell out of you. His work usually
outstanding results time and again. For example:
changed the game for him. After directing a
involves a serious element of post production
Lily Allen in Jessica Rabbit-style cartoon form,
critically acclaimed one-take video for
work – and in music videos at the moment, lack of
Mark Ronson and the Kaiser Chiefs look on in Oh
Architecture In Helsinki – shot on the helter-skelter
money can translate into loads of anxiety.
My God; Flight Of The Conchords’ Bret and
at the end of Brighton Pier – he made the video for
“I’m not one to let other people get on with it
Jermaine performing rollerskate stunts in a sun-
Hot Chip’s major label debut, Over And Over.
[during post production],” he reveals. “I’m always
kissed 1970s dreamland; exciting new singer
The video’s winning conceit was how it
there – and I can’t work on more than one thing at
Santogold astride a horse before a surreal
deconstructed the process of making a ‘green
a time. I find post really painful. At the end it
SH111_p26-28_MV feature.indd 27
“It’s a good way to break into commercials – not forgetting the way I work. I wanted people who understand the hectic, crazy schedules and the passion you need when you’re making videos...”
21/10/08 10:28:57
special feature 3 4 shots young photographers
just instinct shots has a long tradition of celebrating and nurturing new talent, and in this spirit, for the third year running, we invited emerging and graduating photography students to compete for a chance to illustrate this year’s shots Directory, published December 15. The photographers responded to the theme of ‘instinct’ with verve, ingenuity, wit and poignancy. Here is a selection of shots taken from an extraordinary collection of visual narratives, which can be seen in full on shots.net
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shots young photographers 3 5 special feature
(Opposite) Third-placed Lucas, by Jakub Skokan, Czech Republic (This page) Who Cares What The Others Think, by Eva Szombat, Hungary
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special feature 5 8 burger king
hail to the king Burger King’s advertising used to be about as inspiring as a stale bun, says Belinda Archer. Then it bumped into an agency that relished a challenge, and the two went together like ketchup and fries So, what’s in a burger? Well, you might think that apart from your 100 per cent ground beef pattie, a bit of lettuce, some ketchup and a bun, not much. But advertising adds some other, less tangible ingredients to the mix, and this is what really sets one burger apart from another: the branding of the burger, if you will, that helps consumers make the choice between one cheesy-ranch-double-king-with-extra-mayo and another. Cue Crispin Porter + Bogusky, the Miami hot-shop, and its work for US burger giant Burger King. Unlike some of its rivals, Burger King may tastily
illustration: ben challenor, www.eyecandy.co.uk
flame-grill its burgers rather than fry them; it may also allow punters to customise their choice with extra onions or fewer tomatoes; its burgers may even be bigger than many of its high street competitors. But Crispin’s has been working on the BK advertising account for almost five years – it landed the business in January 2004 – and the difference the agency has made to the brand is, well, whopper. The relationship started off almost by accident. Miami-based Burger King were using Y&R New York at the time, and according to some reports had a reputation for being a ‘tricky’ client. It had switched its business from agency to agency with alarming regularity over the previous decade, housing themselves in as many as six different shops.
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burger king 5 9 special feature
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