Showcase: Apostrophe Films

Here's a selection Apostrophe Films has picked to showcase on Campaign India, from its body of work over the years.

 

Vodafone  

 

 

 

 

Credits

 

The lowdown

 

Sometimes, an immediate deadline makes you embark on a journey of the unknown, that can be very liberating…especially when the plot also maps a journey through quaint Himalayan towns that turns into a maze as a tourist struggles with an alien language and unknown paths. The only job was to converge the protagonist’s path with the journey of the making. Candid, clever and spontaneous – the story unfolds through visuals and a song, as he locates his lost friends with the help of his only guide - the Vodafone Samsung note.

 

Dell

 

 

 

Credits

 

The lowdown

A cinematic documentation that defines the unconditional optimism of the present day youth empowered by technology. A stage was set for real people to act out real situations and the film was sculpted out of the captured material. The spirit of the execution, backed by meticulous planning was clearly reflected on the reality and credibility of the final outcome. Extraordinary moments from our regular lives were strung together with a song and lyrics, that resonated the freedom that today’s youth dreams of…freedom to do “kuch Bhi”.

 

 

Canon Powershot

 

 

Credits

 

The lowdown

26 alphabets – 26 ways they click – all in a 60 seconder. Absolute quirk, brought together through an exploration of audio-visual interpretations of the English language. A new cinematic grammar that immediately strikes a cord with and clicks with the vibe of ‘selfie’ generation. The infectious and youthful energy of endorsee, Anushka Sharma brings together moments through the omnipresent Canon Power-shot, capturing a typical day in the life of ‘Gang unforgettable’.

 

 

Haywards

 

 

 

 

The lowdown

 

A complex narrative of two brothers and their changing relationship with time.  Intertwined with the relentless journey of a small town boy pursuing his dream to become a successful news reporter. This commercial demanded a time travel of plot in the form of flashback and forward, supported by exceptional casting, meticulous production design and stunning cinematography. It also needed to be fitted in an acceptable TVC duration without loosing cinema like scale of the human drama. An execution approach of ‘making the trailer of a feature film’ that never existed made it all come together.

 

 

Philips

 

 

Credits

The lowdown

This one was about light: a subject very close to any filmmaker. Light is more than just a concept in India; it is a name, an emotion, an adjective, an expression and many more things. The commercial effortlessly mirrors many of these little yet diverse nuances attempting to dig out and celebrate the collective memory of this vast country around the phenomena of light.  An entertaining voice narrative leading to the extremely effective product story delivers the message around the cultural context and insight of ‘more light for better life’

 

 

Spice Mobile

 

 

Credits

Director: Koushik Sarkar

 

The lowdown

How does one make an out and out product demo that is extremely entertaining and at the same time, universally understood? An unusual product like Spice Popkorn Projector phone gave the opportunity to let the madness prevail. Every possible and impossible, logical and illogical use of the product was considered and tried literally. With the backing of an equally eccentric song, that kept insisting it’s either TV or Movie, this commercial offered no space for any rationale…it was pure nonsensical enjoyment.

 

 

Coca Cola | Minute Maid Nimbu Fresh

 

 

 

 

The lowdown

Taste of Nimbu Fresh transports us to a rustic quaint town and childhood memories of nimbu pani made by a mother for her son on a hot summer day. It engaged the audience in a dreamlike past, unfolding simple moments of joy in every child’s life…and then in a flash the viewer is brought back to the present, where you find the same child in a city looking at the drink in disbelief. Creating the believable contrast of time and space was crucial, so was the transition that transports the audience back. Visual design and childlike exuberance of the song makes the commercial memorable to many as it brings back their own experience of childhood.

 

Amway

 

 

 

It began with opening it all up…going and listening to people’s basic desires and wants, and then weaving it together with an array of Amway products and its benefits. Reality had to be strong without losing the humor of situations. It was a constant evolution from the scripting to the end where every stage of production lent itself spontaneous addition to the narrative.