ROLE
Creative direction, Scripting, Director
Trailers and Sizzles
FOX Movies
Conceptualised and directed this Brand music video for FOX Movies Japan.
BACKGROUND
FOX Movies Japan is popular amongst audiences for B-movie programming; especially 90s action, monster & slasher genres. I was asked to create a music video, promos and on-air elements that reflected the brand’s quirky love affair with low budget B-Movies. To make things real I was given an unrealistically low budget.
CREATIVE APPROACH
After several meetings, we agreed on an insight.
‘Every story has the potential to be entertaining as long as it's rendered with passion.’
Which led to a creative idea.
‘Pay homage to the copycats who make B Movies possible with limited resources.'
The script was a mashup of several tropes ‘The hero’s journey' ‘Damsel in distress’ ‘Supervillain and his henchmen’ ‘Divine intervention'. The characters were loosely based on popular movie characters.
The final characters were loosely based on popular movie characters.
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THE NARRATIVE TREATMENT
‘Pay homage to the copycats who make B Movies possible with limited resources.'
THE SETTING
A travelling theatre in rural India that uses several tricks borrowed from a Japanese form of theatre ‘Kuroko’ that uses stagehands. The audience is mesmerised by the ingenuity of the entire crew.
The idea was adopted across mediums, from brand spots to navigation, print and digital posts.
All new look - New logo and Brand Identity
Vibrant Channel Packaging
BRAND FILMS
TREATMENT
The films drew inspiration from themes in movies and TV soaps rooted in our daily lives. Like 'A Mother's unconditional love', Brothers turned enemies', 'Conquering the impossible' etc. We sifted through hours of footage for each film to mimic the continuity and scale of a feature film.
Prepared over two weeks…to be shot in a day.
A week after the shoot I was informed the channel would be shutting down by mid-2020 due to the new merger and layoffs. The secondary elements and packaging were dropped and only the music video was finally delivered. Guess all's well that ends well :)
