"Technology can lower the cost of advertising:" Michael Fink

Michael Fink, CEO and senior visual effects supervisor, Frantic Films (Prime Focus Group company) created the first Coca Cola Polar Bear ad in 1993 which started a series of Polar Bear ads for the cola brand. He has also created spots for brands like Budweiser, Taco Bell and Cheetos.
Fink has supervised visual effects on a number of feature films including Golden Compass (Academy Award winner) and Batman Begins (Academy Award nomination). Campaign India caught up with the visual effects guru, while he conducted a workshop at JWT India, to get you his views on Indian advertising and the qualities that an upcoming ad film director should have. Excerpts from the interview:

What role does technology play in advertising?
These days, technology is very important in advertising because it can be used to actually lower the cost of advertising. So, advertising stories can be told in a more interesting and fun way. They can be done more efficiently with less money (with the help of technology).

What are the important qualities that an upcoming ad film director should have?
Focus; without absolute dedication and concentration on the task at hand, they won’t be successful. They need patience because they are working with a lot of people who are trying to carry out their vision, trying to turn their words into pictures. They need compassion as they are asking people to do things that are very difficult.

They need a very strong sense of story. They need to be able to know that the story has a pace and a level. There are ups and downs in a story. Not every moment is important in a story because if every moment is important, nothing is important.

Which is your favourite commercial that you have worked on?
It has to be the Polar Bear commercial for Coke. It started the whole string of Coca Cola Polar bear ads for years.

WATCH the commercial NOW:

 
 

What do you think of Indian advertising?
Indian ads are really effective and a lot of fun. I have been involved in directing one of them right now for Coffee Bite. It has been a great experience.