Credits
Starring:
Kenny Ethan Jones
Jamie Raines
Siufung Law

Produced by Blur & Great Guns
Agency: McCann
Executive Producers: Mario Forniés, Kate Philips, Tim Francis
Producers: Sete Ledo & Sophie Brooks
PM: Harriet Staples
Dop Uk: Lorena Pages
Focus Puller: Chris Steel
Dop Hong Kong: Alix Roussel
Video Playback: Tony Booth
Sound Recordist: Cassandra Rutledge
Production Driver: Jack Till
Camera car driver: Hank Vadin
Post Production Coordinator: Sara del Tío Galant
Producer: Yasmina Soriano
Editor: Sebastián Antico
Color grading: Gradepunk
Sound Design: Pablo Aset

The campaign captures two different scenarios that highlight the comedically diverse passengers found on the Metro line – and the benefits of the new Cityringen. The first ad, entitled ‘Morning Tremens’, sees one woman make the tiresome trip home after a long night of partying – still dressed in last night’s clothes and clutching her high heels. With smudged make-up and false eyelashes hanging off, she boards the train and manages to find a seat. She then discovers, however, she has sat amongst a group of enthusiastic cub scouts, joined by an equally animated leader who suggests the boys have a snack before their stop. Surrounded by boiled eggs, mackerel, and strong cheese, our traveller is then thrust in a great singalong that threatens to push her already fragile state over the edge.

The second spot, meanwhile, features two goths boarding the Metro, only to find themselves in the same carriage as a group of joyous, pastel-clad acapella singers. As their discomfort grows, the singers only get louder, prompting some enthusiastic dance moves in the direction of the two uncomfortable men. Fortunately, as with the ending of ‘Morning Tremens,’ ‘Goth Life’ shows that the distressing journey will soon be over, thanks to the new Cityringen line.

Great Guns director Peter Harton aimed to highlight these colourful encounters by making the contrasts between the groups as dramatic as possible, working with DOP Jens Maasbøl to make the spots also feel overwhelmingly claustrophobic. Speaking of ‘Goth Life’, he notes: “I wanted to put something black against something extremely colourful. Acapella groups can be quite frightening – they are all about human contact and laughter and expressing themselves – so I thought it was nice to place the sympathy with the two goths. Jens and I worked primarily with wide-angle lenses, coming as close as possible to the passengers to ramp up the discomfort. We purposefully made the camera angles mismatched to accentuate how the different sets of characters have wildly differing POVs.”

He adds: “There are so many universal situations that people can relate to and that’s why it communicates so well. You never know what you’re going to encounter on the Metro, but you can rest assured you’ll never have the same journey – and your experience won’t last forever. Nobody wants to piss anybody else off – they’re all good people and we’re not trying to point fingers at anyone. These places make life more colourful. I had a blast with the shoot. I was surrounded by good people who are talented at what they do – it gives you the chance to work with your intuition and be more spontaneous. We just had loads of fun.”

Copywriter Kenneth Kaadtmann also needed to balance painful experiences with the benefits of the Cityringen, adapting the premise to suggest there was no serious conflict between the groups, but simply very different events that occurred in the same carriage.

Speaking of this balance, Kenneth said: “That was the hard part. We needed to go over the top to make sure it was funny enough, but at the same time, we didn’t want people to think that riding the Metro is complete hell. That’s why we picked an acapella band as it is highly unlikely that it would ever happen in real life. At the same time, we made sure that the contrast between the two parts was so far at each end of the spectrum, to make it obvious that it is only a pain if you’re a diehard goth.”

He adds: “There’s an underlying message about tolerance and acceptance in the films, yet it does go unsaid. But with the Danes having a thing for dark humour, we felt that it would be a perfect approach to get them to accept our message. Public transportation is hardly the highlight of anyone’s day, so by using comedy, we created an opportunity for ourselves to be honest.”

About Great Guns
Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes the international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skill sets is to match talent to project, in any budget range.
Working across its global network, Great Guns produces high-quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.
Great Guns continues to perform consistently well in international awards – garnering multiple awards including D&AD, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cannes Lions, Cristal Kinsale, and The LIA Awards. It has also been awarded Epica Production Company of the Year and LIA Europe Production Company of the Year and in 2019 is shortlisted for SHOTS Production Company of the Year.

Credits
Creative Agency: Hjaltelin Stahl
Copywriter: Kenneth Kaadtmann
Art Director: Cecilie Öberg
Account Manager: Sandra Amalie Lacoppidan
Production Company: Pegasus Productions
Director: Peter Harton
Executive Producer: Cille Silverwood-Cope
1st AD: Nikolaj Storgaard Mortensen
DOP: Jens Maasbøl
Stylist + Production Design: Jane Marshall Whittaker
Make-up: Tommy Hairwerk
Editor: Anders Jon
Sound Design: Ole Kristian Krogstad
Colourist: Lasse Marcussen
Production Manager: Sara Jürs Schmidt

Director Tal Zagreba’s comedic new Samsung campaign speaks to anyone who has experienced the frustration of starting the washing machine, only to discover a stray item they’ve forgotten to add. Creatively devised by Leo Burnett Israel, produced by Kaski Productions, and co-produced by Great Guns, the playful film highlights Samsung’s innovative new line of washing machines featuring AddWash technology, allowing people to add laundry mid-cycle.

The campaign follows a father who, after putting one final load of clothing in the wash, celebrates finally reaching the bottom of the laundry basket. Fantasising about becoming a world-renowned celebrity for such a rare achievement, the dad journeys through a wicker basket tunnel into a world in which he is media sensation. He signs fans’ own laundry baskets, appears on the red carpet for the ‘Bottom of the Basket’ film premiere, and becomes immortalised in the ‘Laundry Fighter’ arcade game. It is only when his daughter appears that he is brought back to reality, as she presents a forgotten item to put in the wash. All is not ruined, however, as the father is able to add this last piece in with Samsung’s AddWash feature, letting him see the bottom of the basket for a little longer.

Director Tal Zagreba comments: “When the guys at Leo Burnett call me, I know that creative freedom is the name of the game. It is beyond a pleasure to work with them every time, as we are all of one mind and constantly pursuing the best creative results. In addition, Kaski Productions did a magical job of making everything happen above expectations and fulfilling our creative desires against all odds.”

The director combines a medley of styles in the film, seamlessly combining live action with retro arcade game animation, red carpet event coverage, and a mobile phone camera perspective as a fan gets snapped in front of a magnificent ‘King of Laundry’ statue.

Speaking on the variety of styles used in the campaign, Tal says: “Luckily, I was privileged to work once again with my long-time collaborator and true friend, Robert Moreno, who is responsible for every aspect of the post production including classic animation, matte painting, 3D, compositing, colour grading and even storyboard. Collaborating with Robert is always fun, as we love to challenge ourselves and aim high.”

Credits
Brand: Samsung, Israel
Campaign: The man who got to the bottom of the laundry basket
Ceo: Adam Polachek
Creative Agency: Leo Burnett Israel
Copywriter: Oren Ben Naim, Harel Livne
Art Director: Meital Miller
Chief Creative Officer: Ami Alush
Creative Director: Elad Gaizler
Account Executive: Asaf Fish
Marketing Director: Eva Hasson
Agency Producer: Oren Ben Naim, Harel Livne
Production: Roy Kaski
Chief Account Officer: Idit Zukerman
Social Account Manager: Ronny Dimnik
Strategic Planner: Liz Stull
Director: Tal Zagreba
Account Supervisor: Sapir Aharoni

The film begins with vignettes of people confronting their supposed limits. The words ‘You Can’t’ seem to determine the fate of a nervous young dancer about to audition, a blind man preparing for a marathon, a skateboarder sizing up a challenging course, and a man pitching a spacecraft to a sceptical audience. Suddenly, the meaning of the words is redefined with a positive twist to become ‘You Can’t Miss Your Chance/ You Can’t Let Anything Stop You/ You Can’t Give into Your Fears/ You Can’t Take No for an Answer’. As the film depicts these inspiring individuals overcoming their barriers, it closes with the hashtag #DoWhatYouCan’t.

Director Tal Zagreba comments: “The core idea was to take Samsung’s brand slogan Do What You Can’t and to manifest it into an epic film, featuring real characters who struggle against physical and psychological barriers to achieve greatness. Amongst the participants, you can find Beza Nababa, a blind marathoner who finished fifth at the Beijing Olympics; the ‘Beresheet Project’, the first private initiative spacecraft to land on the moon; Romy Barnea, a child dancer prodigy; and Katya Krasner, a professional downhill rider. These inspiring people overcome their hurdles with courage and passion; in other words, by doing what they can’t, they are becoming invincible.”

About Great Guns
Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skillsets is to match talent to project, in any budget range.

Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.

Great Guns continues to perform consistently well in international awards – garnering multiple awards including D&AD, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cannes Lions, Cristal Kinsale, and The LIA Awards. It has also been awarded Epica Production Company of the Year and LIA Europe Production Company of the Year.

Watch Previous Campaign

Credits
Client: Samsung
Campaign: #DoWhatYouCant
CMO: Ronen Salem
ATL Manager: Gil Bar-Zvi
Digital Manager: Yarden Sidi
PR Manager: Mia Segal

Agency: Leo Burnett
CEO: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Account Officer: Idit Zukerman
Art Director: Meital Miller
Creative: Elad Gaizler, Oren Ben Naim, Harel Livne
Agency Producer: Simi Siman Tov
Account Supervisor: Orian Liber
Accountant: Reut Fried

Production Company: Omri Paz Productions
Director: Tal Zagreba
Producers: Omri Paz, Ravit Aviv, Ophir Sorriso Tal
Storyboard: Robert Moreno Meikins
AD: Amir Melamed
DOP: Lael Utnik
Art Director: Racheli Levin
Styling: Deborah O Hana
Makeup: Dorit Cohen
Gaffer: Irmi Kwiat
Grip: Golan Kwiat
Editor: Shahar Beeri
Cast: Beza Nababa, Eran Avivi, Romy Barnea, Katya Krasner
Casting: Ana Fainstein

Co-Production: Great Guns
Co-Producers: Sheridan Thomas/ Laura Gregory

Locations: Idan Bardach

Post Production: Dima Lydkhov

Original Composition: Monster Music (Roy Shen Zoor & Paula Valstein)
Recorded by the Česká filharmonie
Sound Design: Sidney Toledano

‘Mama’ is an eerie fairytale about a family isolated in the woods. Their seemingly mundane daily life is brutally disrupted every night, when the father becomes a werewolf and violently pursues his wife and daughter. As the mother hides her scars day-in and day-out, the daughter begins to notice strange transformations in her body and, ultimately, nurtures a superhuman strength to face the monster head-on to save both herself and her mother. The film ends with the statistics that up to 36,000 women are abused daily in Russia and that an estimated 14,000 women die each year as a result of domestic violence.

Manizha explains, “The main goal of the film is to act as an awareness campaign to restart the discussion about the decision to decriminalise domestic violence in Russia in 2017. The domestic violence statistics in Russia are no longer accurate and women are left unprotected from abuse in their homes, especially when there’s no previous record on file. First time physical abuse is now prosecuted as an administrative offence rather than a criminal one unless serious bodily harm has been caused.”

This project is an art-manifesto against domestic violence in Russia and consists of a music video and a custom-built mobile app, SILSILA. Created independently, without support from the Russian government or global sponsors, it is a personal project striving to help those in need. SILSILA aims to aid survivors of physical, emotional and sexual abuse. The main feature of the app is a panic button that sends an SOS signal to people whose phone numbers are pre-programmed into a database, as well as a list of psychologists, solicitors, crisis centres, shelters and similar resources.

Commenting on the music video, Manizha continues: “It’s a heavy, important message so the cinematic language, the genre, and the metaphor of the father as a werewolf accentuating that theme were deliberately chosen to attract a young audience – the generation that can hopefully make a difference. The superhero genre is extremely popular amongst the 12-30 age bracket in Russia. We wanted to hook them in with that on the initial, superficial level but hit them with the realisation at the end of the video that it’s a strong, immediately relevant social message – dark message packaged in entertaining content. I strongly believe that the transformation of society through the metaphor and symbolism of art is one of the greatest responsibilities of an artist.”

This powerful piece of work follows closely on the heels of three equally impactful pieces of work from the director: the videos for Nico Cartosio’s ‘Christmas on the Moon’, Leningrad’s ‘Gold’ (produced by fellow Great Gunner and good friend Ilya Naishuller), Tim Aminov’s ‘Orpheus’ and ‘Lovesong’ for Biting Elbows, the band fronted by Naishuller. And it’s not just Lado’s music videos that are turning heads. He has created commercial work for brands such as Adidas, Paypal, Google and Visa, and delivered a new kind of sports film for Reebok’s ‘Be More Human’ campaign, featuring UFC Champion Khabib Nurmagomedov.

Laura Gregory, CEO of Great Guns says: “Lado is one of the most exciting emerging young talents today whose work demands to be seen by a global audience. It’s an absolute honour for us having him join the Great Guns roster and we look forward to creating some powerful work together.”

About Great Guns

Great Guns is an award-winning content and music video production hub, with a reputation for creativity and excellence. The carefully-selected roster includes international feature and TV directors, commercial directors, short film and music video directors and brilliant emerging talent. One of their key skillsets is to match talent to project, in any budget range.

Working across its global network, Great Guns produces high quality creative work for commercials, feature films, music videos, tv, digital, events, installations, photography, documentaries and branded content.

In the last year alone, Great Guns garnered multiple awards including 4x D&AD, 4x Cannes Lions, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cristal, 7x Kinsale, Golden Drum, CLIO, APA 50, The LIA Awards and was awarded Epica Production Company of the Year and LIA Europe Production Company of the Year.

Credits:
Written and Directed by Lado Kvataniya
Director of photography | Andrey Krauzov
Hype Production /// RUSSIA, 2019
Executive producer | Murad Osmann, llya Stewart, Ilya Dzhincharadze
Producer | Andrey Samsonov
Co-Producers | Nadezhda Usmanova, Pavel Burya, Olga Mitina
Creative Producer | Manizha
1st Ad | Natasha Deeva
1st AC/ focus-puller | Aleksander Budarin
Camera assistant | Sergey Ivanov
Casting Director | Margo Sayapina
Prosthetics make-up | Andrey Plesovskiy, Evgeniy Mikhaylov
Costume design by Nadezhda Usmanova (modardesigns)
Set dresser | Tamuna Djanashvili
Edit | Vladislav Yakunin
Colour grading | Artem Leonov
Post-Production Producer | Anna Vinnik
Post Production Manager | Suzanna Noruzi
Computer Graphics | Saigam Studio
Mix engineer | Roman Urazov
Sound Design by 433 sound agency
Special Thanks | Alina Rossiyskaya, Nikita Kutepov, Vasily Utkin, Mikhail Goglov, Dmitry Dimchevskiy
Service Producer | Yaroslav Nuvariev
Line Producer | David Kavtaradze
Assistant Producers | Daria Slivkina
Production Designer | Papuna Papaskiri
Production Designer Assistants | Besik Abesadze, Koka Ramishvili, Giorgi Chelidze,
Zviad Gogiashvili, Teimuraz Janezashvili, Levan Kilashvili
Props Master | Zura Gogorikidze
Props Assistants | Giorgi Gogorikidze, Lasha Abramishvili
Make-Up Artist | Madona Chanturia
Make-Up Assistant | Maya Jincharadze
Gaffer | Vazha Aprasidze
Electricians | Shota Khijaradze,
Giorgi Marsagishvili, Misha Saganelidze, Leri Kapanadze, Robert Arqeliani,
Roma Gujabidze, Giorgi Aslamazishvili, Giorgi Chanturia, Beka Kharaishvili
SFX | Master Ioseb Gvasalia, Dato Gvasalia
Location Managers | Irakli Qiria, Nini Sardlishvili, Irakli Chakhnashvili
Super 16mm / KODAK VISION3 500T 7219

CAST | Daughter – Valeriya Korelskaya
Mother – Tatyana Cherkasova
Father – Dmitriy Lavrov
Werewolf – Stanislav Rogachev

Tags:
International Women’s Day, Happy Women’s day, Women’s Day 2019, Great Guns, Hype Production, Russia, Domestic Violence, 433 sound agency, D&AD, Cannes Lions, One Show, Webbys, Berlin MVAs, Creative Circle, Shots, Cristal, Kinsale, Golden Drum, CLIO, APA 50, Music videos, Sound agency, Awareness campaign, award-winning campaign, Lado Kvataniya, Domestic Violence in Russia, Digital campaign