Campaign India Team
May 21, 2009

"Technology can lower the cost of advertising:" Michael Fink

Michael Fink, CEO and senior visual effects supervisor, Frantic Films (Prime Focus Group company) created the first Coca Cola Polar Bear ad in 1993 which started a series of Polar Bear ads for the cola brand. He has also created spots for brands like Budweiser, Taco Bell and Cheetos.

Michael Fink, CEO and senior visual effects supervisor, Frantic Films (Prime Focus Group company) created the first Coca Cola Polar Bear ad in 1993 which started a series of Polar Bear ads for the cola brand. He has also created spots for brands like Budweiser, Taco Bell and Cheetos.
Fink has supervised visual effects on a number of feature films including Golden Compass (Academy Award winner) and Batman Begins (Academy Award nomination). Campaign India caught up with the visual effects guru, while he conducted a workshop at JWT India, to get you his views on Indian advertising and the qualities that an upcoming ad film director should have. Excerpts from the interview:

What role does technology play in advertising?
These days, technology is very important in advertising because it can be used to actually lower the cost of advertising. So, advertising stories can be told in a more interesting and fun way. They can be done more efficiently with less money (with the help of technology).

What are the important qualities that an upcoming ad film director should have?
Focus; without absolute dedication and concentration on the task at hand, they won’t be successful. They need patience because they are working with a lot of people who are trying to carry out their vision, trying to turn their words into pictures. They need compassion as they are asking people to do things that are very difficult.

They need a very strong sense of story. They need to be able to know that the story has a pace and a level. There are ups and downs in a story. Not every moment is important in a story because if every moment is important, nothing is important.

Which is your favourite commercial that you have worked on?
It has to be the Polar Bear commercial for Coke. It started the whole string of Coca Cola Polar bear ads for years.

WATCH the commercial NOW:

 
 

What do you think of Indian advertising?

Indian ads are really effective and a lot of fun. I have been involved in directing one of them right now for Coffee Bite. It has been a great experience.

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
#MeToo: 'Utopeia's public statement validates my resignation': Mitali Srivastava Hough
Premium
16 hours ago

#MeToo: 'Utopeia's public statement validates my ...

The former managing partner at the agency presents her side of the story in response to Utopeia's statement

Premium
Agency of the Year 2018: Shortlists announced
Premium
20 hours ago

Agency of the Year 2018: Shortlists announced

Winners to be announced on 4 December in Mumbai

Premium
#MeToo: Utopeia issues public statement with 'its side of the story'
Premium
21 hours ago

#MeToo: Utopeia issues public statement with 'its ...

A detailed media statement signed by the remaining managing partners has been released

Premium
Weekend Wrap: 16 November
Premium
22 hours ago

Weekend Wrap: 16 November

In the news: AdLift, ASCI, Fruitbowl Digital, Hill+Knowlton, iProspect, VMLY&R