Senthil Kumar
Jun 21, 2014

Cannes Lions 2014: Senthil’s blog: Keep calm – it’s not porn!

The JWT India NCD reviews the Saatchi New Directors Showcase that premiered on day four of the festival

Cannes Lions 2014: Senthil’s blog: Keep calm – it’s not porn!

Not a long queue this morning on the way to the Palais De Festivals. There was an uneasy calm as we were walking in for the most awaited session at the annual Cannes Lions Festival. Hot French Nurses in RIN white uniforms urged you to KEEP CALM and handed out your sensory wrist bands, designed to feel your pulse while you watch the films and the resulting data can be colour mapped data on a scale from the Calm to the Aroused? Well one step better than sense of sight and the 3D glasses innovation. The nurses marched and break-danced to demonstrate the instrument with Lotus One-Two-Three-Four-Five movements. It was like we were in a spaceship. The colours changed dramatically across the audience pulse readers. An interactive experiential experiment that was a great opening act to the New Directors Showcase, like always.

FEELTHEREEL : The Saatchi & Saatchi New Directors Showcase 2014.
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#1 TatiaPilieva - First Kiss☆☆☆☆☆

We've seen this one and shared it and you can’t forget it. A beautiful capture of 20 stranger couples kissing for the first time; candid and captivating in black n white. Add to that an inviting soundtrack that motivates you to go for that first kiss. The film has a real life documentary approach that captures the authentic experience first-hand, er… lips between man and woman, man and man and woman and woman. Most times, all you need to do is something really human to touch another human. And then it goes viral at the touch of a button. AROUSED.

#2: Josh Cole- Rudimental ‘Not Giving in’☆☆☆

A gritty film set in Jakarta about domestic violence and the impact it has on two slum kids growing up in the underbelly of a big city. What works is the quirky soundtrack and song about not giving in to your circumstances and rising above them. The mood however had shades of the famous City of God scenes and of course our very own Slumdog Millionaire. MOVING.

#3: Vania Heymann - Walking Contest☆☆☆☆

If you love walking, you’ll fall in love with this film that mirrors a secret and imaginary walking contest that many of us would have had with others walking faster than you on a street and you suddenly step up. An insightful human capture set again in black n white with the inner voice stretching its legs about wanting to walk faster than the other guy on the street. Act like you are busy and take the other guy on and walk faster and faster... Just before the finish line, turn around and look at the other guy... and feel like a winner. AROUSING.

#4: Vania Heymann - Bob Dylan ‘Like a Rolling Stone’☆☆

A TV network film with the same song across a 100 different channels and everyone singing i.e. lip syncing and mouthing the famous words of Bob Dylan. Has been done before though the detailing in this film is brilliant. From the talk show host to Fashion TV models, newsreaders, weather reporters, athletes, mugging victims, people on security cams, history channels, shopping, comedy, lifestyle and finally music channels, with footage of an original Dylan music video to close the loop. If it wasn’t for Bob Dylan, this would have been just another channel promo. CALM OVER.

#5: Ed Morris - Cybersmile #dontretaliate

In the world of a victim who’s facing cyber bullying and a noose hanging over her head until the cyber war goes on and on. And the girl is slowly left hanging on a noose until she dramatically takes on the cyber bullying. Don’t let the Cyber Bullying go too far. #Don’t retaliate. The cinematography and the director’s treatment are outstanding but the story with the noose is just too literal. KEEP CALM.

#6: Tarik Abdel Gawad – Box☆☆

A beautiful black and white visual extravaganza of light projection mapping on a moving box through transformation, levitation, teleportation and stunningly composited visual and lighting design. The impeccable craft redefines form and function with light and shadows while challenging reality and perception.  Ending with a profound quote: “Any sufficiently advanced technology is indistinguishable from magic” - Arthur C Clarke. CALM OVER.

#7: Emile Sornin – Disclosure ‘Grab Her’

A nice musical about a guy with the ‘Upwardly mobile’ touch i.e. anything he touches goes up; hair, dogs, mobiles, cola, skirts, wigs. He finally transfers this touch technology to a Japanese business partner. KEEP CALM.

#8: Kyra and Constantin - Rollin Wild☆☆☆☆

A series of five crazy animation films about fat pot-bellied animals and birds, almost balloon-like and goofing up everything else with their blown-out-of-proportion belly bloopers. Very funny animation that leaves you wanting more of the same laugh out loud comic episodes.AROUSING.

#9: Alberto Belli – It’s not porn☆☆☆☆

People talking and having open conversations describing sexual acts to fine tooth detail and just when you think it's porn. All the conversations cut to: “Wait a minute. It’s not porn. It's HBO.” Funny. Very below-the-belt funny. AROUSING.

#10: Ian & Cooper – Joel Compass ‘Back To Me’☆☆☆

Black and white music video again featuring the cinemagraph style telling the story of saving the wrong man and stretching the time in extreme slow motion. The treatment of using almost still life with very little motion in the picture makes this stand out in execution but not sure if it’s arousing yet. MOVING.

#11: Ainslee Henderson - Moving on

Thread animation in woolen threads. Nice detailing. Phenomenal craft but are we missing something here? The story could have been told better? KEEP CALM

#12: Us - Sunday Times Icons☆☆

‘New Look’ Sunday Times is all about the seamless transitions from one scene to another almost like a one take long shot with multiple manoeuvres. The detailing and craft are great but this is more production design than direction. CALM OVER.

#13: The sacred Egg – Breach Jack☆☆☆

Another music video but this one is a hairy one with people wearing hair as clothes and hiding their essentials with hair again. Hair everywhere from blond to black to brunette to curls to straight but the dancing is cool and stuffed with a lot of energy. MOVING.

#14: Kibve Tavares– Jonah

An interesting mixed media film that opens pretty dramatically and we are held by the size of the big fish that haunt Jonah but fizzles out towards the end strangely for no rhyme or reason. Or maybe this is a trailer or a short version of the story. Need some more to see where this is going. KEEP CALM.

#15: Donata Sansone – Grotesque Photobooth

Crazy Gory Grotesque and Insane all built into one mad music video that’s just going nowhere but straight to the mental hospital. KEEP CALM.

#16: Truman and Cooper – Kid Wise Hope☆☆☆

A wild story of three boys and one girl and the resulting crossfire of sex and the craving for it from the one who’s deprived. The fights and the wounds of growing up in a gang where there's only one girl. Twisted but the storytelling has an edge and the way it plays out keeps you engaged. MOVING.#17 Alvise Avati - Beans☆☆☆

Interesting treatment and character animation again. Story of an alien attacking astronauts on a strange planet and killing two astronauts. The other guy who is hiding is not able to stop his fart revealing his position to the alien. Haynes Baked Beans. Not for astronauts. Funny.MOVING.

#18 Simon Bonde & Peder – Ghost of a Smile☆☆☆

A kid’s point of view of a violent adult world and street fighting... seen in slow motion. The kid is the grim reaper. Or is he the son of the father who died? The director leaves us curious and wanting to know more... Impressive storytelling. MOVING.

#19Tripp Crossby - Conference call in real life☆☆☆☆☆

A complete satire and laugh out loud commentary on the time wasted in global conference calls. People logging in and out, being on mute and talking, missing files, dogs barking, someone flushing, echoes, pressing the wrong buttons, echoes, call dropping, all talking at the same time, and getting offline before the meeting is over. There’s so much comedy in our daily lives and we seem to be missing out on all the fun. J AROUSING.

#CANNES LIONS

View playlist above for the entire 2014 New Directors Showcase.

 

 

Source:
Campaign India