Note: The advertisement here is a reference to the advertisement of Apple's smart speaker [HomePod] - "Welcome Home".

The director is Spike Jonze, who has directed many good movies, such as "Puppet Life" and "Her".

————————

Advertising is actually similar to writing a screenplay.

Turning the tide by patting the door of the brain to come up with a shocking idea and an amazing advertising slogan only exists in film and television works. In fact, this industry is no different from building houses and building bridges, and all the imagination is useless if it does not fall to the ground. No matter how creative an advertising person is, he still has to work on the basics in a down-to-earth manner. The so-called talent is nothing but the overflow of basic skills. Only after years of honing your head and honing it will you catch it in a moment, when inspiration comes to your brain.

Therefore, Han Jue did not expect himself to be a layman, and he would convince the advertising department of [Xiangyun] with an advertisement, which shocked the world after it was released and made the product a big hit.

Han Jue was very sober.

At the same time, he doesn't think it's overkill to shoot commercials because he is a director who makes movies.

"In my understanding, the function of advertising is to disseminate. I'm not a professional advertiser, and how to effectively disseminate products through advertising is not what I'm good at. It is impossible for [Xiangyun] not to know this. However, now that they found out, they decided to let me shoot commercials, which means that they were paying for what I was really good at: dance, film and music. ”

In an office, Han Jue stood in front of him, facing about twenty people, speaking in a slow and steady voice.

Han Jue was wearing a shirt that was not completely black or gray, his hair was all combed back, his forehead was exposed, and he was wearing a pair of half-rimmed glasses, and his gaze stayed on everyone's eyes in turn.

"So, say it up front, when the time we actually start shooting, I don't want someone to jump out and tell me that it's better to change the dance genre to another one, that it's better to give the sound a few more shots, and that the color can be more atmospheric...... And so on. ”

As soon as he said this, some of the people below showed empathetic smiles.

"Of course, I don't really make commercials like movies. Han Jue explained to them: "Just like what you see in the script, I still know these things by showing the advantages of the product, strengthening the brand image, and conveying the brand concept." ”

Some of the people at the bottom started flipping through the script.

The script of the advertisement was distributed to everyone before the meeting.

The script is divided into a shooting outline, a literary script, and a storyboard script, and it is the initial template for a story.

[Xiangyun] has its own advertising production team. According to their original framework, the advertisement they originally wanted to shoot was:

Backstage of the dance competition, the atmosphere is solemn. The dancers waiting for the stage were very nervous, playing music on their mobile phones and mini stereos, trying to do the final practice. However, the space is so big, everyone is crowded together, and the limbs will not touch, but the concert will be played together. All of a sudden, there was a variety of music in the room, some jazz, some classical, some rap, some fast and some slow, all mixed together, no one could hear their own music clearly, and no one refused to turn down the volume. In the end, everyone quarreled. At this time, in the corner, a dancer took out the smart speaker of [Xiangyun], turned it on, played music, and in an instant, he couldn't hear other people's music, couldn't hear other people's quarrels, focused on his own practice, and finally took the stage easily and played on the stage.

Therefore, the people of [Xiangyun] went to "This is Street Dance" to find choreographers and dancers, and found Han Jue.

Han Jue's choreography ability and dance level are undoubtedly excellent. But compared with dancers, Han Jue's identity as a director and screenwriter is more widely known. When the people of [Xiangyun] were discussing with Guan Yi, they asked Han Jue if he was interested in advertising directors with the mentality of trying it out.

Then Han Jue came to try it.

Design the script from the perspective of a film director.

It's not easy to tell a good story in just a few minutes. And when it comes to telling a good story, there's more to it than just one.

Han Jue is a screenwriter-turned-director, who is good at text creation, relying on the plot to win, and is weak in color. But under Pei Qing's guidance, Han Jue has been improving his art skills.

This time, Han Jue plans to take this opportunity to try to use visual storytelling—reducing narration and lines, and relying only on tone, picture, layout, camera movement, art design, and color to tell the story.

In the end, the script created by Han Jue is quite cinematic.

[Cinematic sense] is not the same as the frame ratio of the movie, the color tone is the same as the movie, so it is called a sense of cinema. In Han Jue's view, the so-called "cinematic sense" is actually literary.

Han Jue opened the script titled "Welcome Home" and began to say:

"At the beginning, the protagonist appears, the tone of the picture is low saturation, it should be dull, the lighting is minimal, and the clothes of the people around him are dark tones. The dark subway, the dark streets, the dark props and costumes, everywhere is a cramped space. This shows the mood of the protagonist, the real world in the eyes of the protagonist......"

Then,When the protagonist interacts with the smart speaker and the music plays,The color tone changes,The colors begin to be rich,Warm light is the majority,In contrast to the beginning。 The protagonist takes off his restrained coat and wears only a white shirt. Here the camera should be given to the wall of the room, and the posters and objects on it show the personality and character of the protagonist......"

"The process of listening to music is the process of the protagonist's repressed personality gradually breaking free. ”

"We don't need too many narrations and lines for this commercial, because all the mood changes can be expressed in dance. From a shy and rusty small dance at the beginning, to a little relaxation of the limbs, becoming more comfortable, and when I entered the tunnel, the movements were completely open and closed......"

"The tunnel is a projection to the inner world of the protagonist. There is a mirror at the end of the tunnel, and the protagonist enters the mirror and dances with the other protagonist in the mirror. Here two personalities interact with each other......"

"In the end, the two protagonists separated, and the lights ......"

"The whole film distinguishes between reality and non-reality, before and after use ...... through a lot of contrasts"

Listening to Han Jue breaking every detail little by little, telling every intention, the team members below worked hard to write and record carefully.

But in fact, they are all quietly thinking in their hearts:

[What? There is still this meaning here?!]

[Is it necessary to have so many details?!]

[Dare to say that it's not a movie?!]

【......】

Spit and complain, but I have to say that the script that Han Jue came up with, from idea to creativity, from visual effects to depth, is much better than their original one. It is like a movie, but it does not delay the product advantages of the audio, strengthen the brand image of [Xiangyun], and convey the concept of "Xiangyun".

"I've already choreographed the first version of the dance, and the video will be sent to you later, but the specific position will have to wait until the studio to determine. ”

"I've already written the music and posted it to the group, so make sure you get the lighting and photography thoroughly. ”

"Because the special effects weaken the texture, these [hallucinogenic moments] are to be shot in real life. I've already drawn the renderings, and a set of them can start designing and modeling against the renderings and floor plans. The second group went to process the props, and then found a stuntman dancer who was about the same size as me......"

"My contact information will tell you, once you have a question that you can't decide, ask the team leader first, and the team leader will come back to me when you can't get it. Any question is fine. ”

When Han Jue simply and neatly explained everyone's tasks, today's first meeting was almost over.

Look at the time, it's time for dinner.

Leaving a group of members who exchanged their heads and digested the content of the meeting, several supervisors and directors followed Han Jue out of the conference room, saying that they were going to take him to the cafeteria.

Han Jue rarely came to [Xiangyun], and he had already saved the idea of eating [Xiangyun], and after listening to the suggestion, he immediately followed the good flow, touched his belly, and followed him to the cafeteria.

The supervisor and the director were very satisfied with today's meeting, or rather, they were very satisfied with Han Jue.

None of the things I had feared happened, but everything I had hoped for came true. If Han Jue really presents the story and pictures in the script, then this advertisement can basically be regarded as a success.

"How does it feel now that the first meeting is over?" On the side, the shooting team that recorded the whole process of advertising production was still dutifully filming Han Jue.

"I don't feel anything," Han Jue looked at his glasses and said, "If you want to say the biggest feeling, it is that the employees of your [Xiangyun] are worthy of being the elite of the elite." ”

The leader of the group was curious: "Oh?

Han Jue said: "I complained hard in my heart, but there was no trace on the surface, if it wasn't for my good eyesight, it would be difficult to see." ”

Everyone: "......"

Leader: "Can you briefly explain the content of the advertisement?"

Han Jue summed it up in one sentence: "In fact, it is a story of an ordinary white-collar worker who made himself tired for the sake of material pursuits, and when he returned home, he briefly escaped from reality and briefly explored himself through art, that is, music." ”

"It sounds sad. ”

"Can you not be sad? It's not easy for social animals, I have thought about resigning countless times, but where do I dare to be willful, and in the end I bow to reality countless times, and the biggest rebellion against capital is just to go to the bathroom during work hours to. ”

"Ah~" The leader instantly empathized.

But he still has a problem. He asked Han Jue, "What do you mean by social animals?"

"Oh, by the way, you don't understand...... Han Jue muttered, and then explained: "Social animals are employees who work very obediently in the company and are exploited by the company like livestock. No overtime pay is given, and 996 is mandatory. ”

"Oh~" The leader's eyes were painful, as if he recalled the unbearable past, and after breaking free from the memories, he asked again: "What is [996]?"

When he arrived at the cafeteria, Han Jue followed behind the supervisor, lined up step by step, began to pick vegetables, and then explained to the camera: "[996] is to work at 9 o'clock in the morning on weekdays and get off work until 9 o'clock in the evening. Rest for an hour or less at noon and in the evening. Work more than 10 hours in total, 6 days a week. ”

This sentence shocked the people around him: "Is there such a company? And they don't pay overtime? This is too cruel! What about the trade unions? Don't the trade unions protect their rights and interests?"

Han Jue shook his head: "Don't say that. That's a blessing in the United States. ”

“......！”