He Xiao actually doesn't have high requirements for his first advertising shooting, after all, these are all short films with a length of less than one minute, to put it bluntly, it is a work of practice, mainly to find an addiction to being a director and experience the feeling of directing on the set.

Some of the characters that fit his age, he went into battle on his own, such as one of the short film commercials, he played a bitter employee who was connected to several harassing phone calls during dinner, and finally couldn't bear to scold at the phone, only to find out that the call was from the boss.

In addition to highlighting the joke with He Xiao's bad luck at the time, the theme of this advertisement is to promote the privacy of this ride-hailing software, which will not leak user information and avoid harassing phone calls.

It can be said that the brain hole is very strange.

Each advertisement can start from an unexpected point to ensure that it attracts the audience's attention, and then end the story as quickly as possible, dividing five by two to directly throw out the selling point of your own product.

Zhang Xiangnan, who followed up the whole process, was obviously very satisfied with He Xiao's advertising creativity, and the design of many places made him amazed.

All this He Xiao is not surprising, after all, he is shooting a work planned and designed by Thai advertising in the world of black mobile phones, and the advertisements in their place are famous for their big brains, and they were even once named by netizens as "I don't know what to sell at all if I don't see it in the end", which is enough to show what is awesome.

Because they were all small advertisements, He Xiao finished filming in just one day, and it was a little unpleasant.

So he's going to make a longer one.

It is also one of Didi's classic commercials in the black phone world, but compared to other short films, this one can be regarded as a big production, which is four minutes and nine seconds long, and is called "The Last Kilometer".

It is said to be based on a true event: the daughter of a Didi driver's master has a rare disease, Kron, and faces huge medical expenses, forcing the otherwise ordinary and happy family to a desperate situation.

In order to save his baby daughter, the driver sold his property despite his wife's objections, and in order to earn money for his daughter's medical treatment, he worked day and night, ignoring his old age and illness, and helping his daughter fight against death.

However, fate made a joke, the driver's car has passed its service life, the master is about to face unemployment, and when he falls into despair, Didi learned about it, and quickly gave the master a new car, and the master will give his passengers a kilometer in advance every time in order to be grateful, and this little kindness is also the heart of the driver's master's feedback, thank you for her daughter's life, the grace of dripping water should be reciprocated, and the driver will do his best to let love sprinkle all over the world.

In the end, the sky lived up to the kind people, and the driver's daughter's condition was also controlled.

It's a very simple plot, but how to shoot the effect of male silence and female tears is still worth studying for a novice director.

He Xiao didn't want to completely copy the lens in the black phone, he wanted to add his own style, as long as this way, he could grow quickly.

So this advertising video is the one He Xiao conceived with the most heart, and he hopes to really shoot something that touches netizens.

And in this short film, there is no role suitable for He Xiao, he rarely has no cameo, and he wholeheartedly stands in the perspective of a director to observe the entire filming process.

As for casting, because of the limited budget, He Xiao is not looking for traffic stars, but some elderly horizontal drifting actors, don't underestimate them, although these people are not famous, they have been in Hengdian for more than ten years, and they are old drama bones.

The script is there, the actors are there, so on a sunny morning, He Xiao started filming with a small crew that had been temporarily formed.

"Lao Shi, Lao Shi, is there nothing to do but buy a house?"

In a desperate call, the story in the camera kicked off, and a simplely dressed woman ran out of the corridor after the man, asking with a crying voice.

"My daughter is our lifeline! If my life is gone, what's the use of this thing?" Lao Shi, the driver played by Hengpiao actor Uncle Sun, turned around, sighed heavily, and said to the woman in fluent Fengtian dialect.

In just two lines of dialogue, the family's hard life has been shown in front of the audience.

And the whole short film also kicked off.

He Xiao wants to break away from the fixed template brought by the black phone, and has been trying to jump out, using different techniques to show the difficulties of the Lao Shi family in the film, as well as not giving up on life.

So this short advertisement of four minutes and nine seconds made He Xiao shoot for a week.

The last scene was filmed on a national highway with little traffic outside Yanjing City, which is also one of the few shots that He Xiao chose to keep that are the same as the original version of the video on the black mobile phone.

This scene is difficult to say, simple and simple, that is, Lao Shi is driving in front, with hope for life and love for his daughter in his eyes, while the sick daughter is sitting in the back seat of the car and looking out of the window with self-blame, tears in her eyes.

There are no lines in the whole scene, and all the meanings that the audience wants to express are hidden in their eyes, which can be said to be a great test of the acting skills of the two actors.

He Xiao was worried that he couldn't shoot it at first, but then he found that he was thinking too much, although these old fritters who have been floating in the film and television city for many years, although they have not become famous, their acting skills are really not good, and they are not much worse than those who are from professional classes.

Think about it, one is a classroom simulation, the other is a real battle on the set, and over time, the skills learned are indeed different.

Another is that it has a lot to do with mentality, for academic people they are going to school, but for these wandering tricks, every scene is begging for life.

How dare you slack off?

"Alas, Huaguo's entertainment industry is the hardest working group of people, and it has fulfilled the most idle group of people. ”

After the filming of the last scene, He Xiao sighed with emotion, and then he added the contact information of several actors, and when settling the salary, he also gave 20% more.

"Chief Designer He, how was the advertisement?" Not long after the work was finished here, He Xiao received a call from the old man who was out of tune, and replied: "Coincidentally, I just finished work today, just take it back and edit it." ”

"How long does it take to edit?" Zhang Xiangnan asked, his online car-hailing car has been reformed on the original basis according to He Xiao's proposal, and he can't wait to put it into the market, so to speak, just waiting for these promotional advertisements to be in place.

He smiled and said, "Isn't that fast? It's only a four-minute advertisement, and it can be edited on the same day." ”

"Okay, when the time comes, send it directly to the company's mailbox!" Zhang Xiangnan said a word, and then hung up the phone in a hurry, probably busy.

He Xiao had a smile on his face, holding the filmed material in his hand, and he couldn't wait to see what kind of storm these short films he directed and shot for the first time in his life would set off on the Internet!