Through the many connections of our course coordinator Paul Ritchard, a number of students including myself were given the opportunity to observe a professional advertising shoot last Saturday. As a collaboration between Carbon Films, Plot Media (and an advertising agency based in Singapore whose name has escaped me), the day consisted of filming a web promotion for Heineken. Although we were not able to take part or assist in their work, it was enlightening to see the clock-work tendencies that brings together the creative and the technical. This opportunity prompted me of the direction that I would like to take in my chosen field.
Being rostered in the 10.30 slot meant the crew had not finished with the set. Location manager “Skinny Al” took us around to speak with the heads of various departments. Responsible for location scouting, he was also knowledgeable in the complementary process of the production, giving us the skinny on whose work corresponded with which aspect of the project.
Personally, I found the job of the Executive Producer (?) most appealing. Responsible for coordinating between the advertising agency who catered the client, and the media companies that were involved in the project, Elliot provided valuable insight into what it took to put a foot in the door. In his case, he told us of how he created stunt videos in 2003 that attracted Australian clothing brand Jay Jays and were eventually used in their campaign. The idea of creating something bold and unorthodox to engage potential employees was brought forward, whether it may be to tap into a growing Asian market or establishing your roots in Melbourne.
Heineken Singapore’s new web promo will be available for viewing in the second half of 2015.