Over the first two videos of the new album campaign Fred Rowson has explored the alternate universe that powers Years & Years' new album Palo Santo - released today (July 6th). And now, …
Years & Years 'Shine' (interactive ad/video) by Fred Rowson
Years & Years and director Fred Rowson have created a bit of history with their interactive three-sided video for Shine, which took over a complete ad break of primetime TV on Channel 4, and has become the TV network's most interacted-with ad ever.
Devised by Colonel Blimp, Polydor Records and Channel 4 to advertise the launch of Years & Years' debut album Communion, this innovative, interactive TV ad-turned-video took over an entire four-minute break during C4s big-ratings panel show 8 out of 10 Cats at 21.50 on Friday July 10th, and then allowed viewers to direct what they were seeing on their TV screens via a live Twitter vote.
By tweeting #ChooseLight, #ChooseDark or #ChooseShadow every 30 seconds the audience determined which one of three eye-catching videos would appear on screen in the next 30 second section, placing control of the break into the viewer’s hands. Voters Twitter names were also displayed on screen as the advert ran.
The event was a broadcasting first, and a huge success. Close to 14K tweets were received during the 'live' broadcast of the video - and the ad break pulled in more viewers than the show itself. One of the voting hashtags #ChooseShine trended in the UK during this time. Consequently, this has been Channel 4's most interacted with ever – more than the Sam Smith, Ed Sheeran, Prometheus and Honda interactive adverts that they have previously run.
It was a sensational result after a very demanding process in which Fred Rowson had to create three complete performance videos within an 8am-10pm shooting day. But in addition to the three videos Fred was also able to direct the live ad break in the control room at Channel 4.
|Producer Company||Colonel Blimp|
|Executive Producer||Paul Weston|
|Production Company||Colonel Blimp|
|Agency||The Outfit UK|
|1st AD||Kerry Green|
|Director of Photography||Ben Todd|
|Art Direction||Oliver Hogan|
|Stylist (Artist)||Coline Bach|
|2nd AC||Eira Wyn Jones|
|Other credits||Agency Team: Anneka Bunnag, Gemma Crawley, Becky Maynard, Hannah Dale, Benedict Smith Marketing Mangers: Jack Melhuish, Olly Rice|
With Years & Years' concept-led second album Palo Santo on the way, the second video by Fred Rowson is the next episode in the story of Y&Y's Olly Alexander as a captive …
Fred Rowson (that's him on the left) is 26 and has been directing music videos for about four years. After his videos for Police Dog Hogan, Friendly Fires, Marshall F and Dubbs v …
The world is dark, cultish and cutthroat place in Temptress' video for Lies, directed by Fred Rowson.The black and white clip see the musical duo ritualistically slaughtered by a Wicker …
You can now watch highlights of the biggest night of the year for music videos, and see many of the winners talking about their work, right after collecting their awards, on the UKMVAs YouTube …
Director and photographer Harvey Pearson has joined the directors' roster at My Accomplice, for music videos, commercials and other content.The announcment of his arrival at the …
UK Music Video Awards and top editing house Cut+Run are hosting Deep Cuts 2, a workshop for aspiring filmmakers and editors on the techniques of editing, featuring an expert panel from the world of …
Untold Studios has launched in London this week - a new independent creative studio and community, underpinned by next-generation digital infrastructure, and headed by Darren O’Kelly and …
Childish Gambino's This Is America, directing team CANADA, production company Somesuch, and industry veteran Carrie Sutton were the big winners at last night's UK Music Video Awards 2018 at …
CHILDISH GAMBINO’S ‘THIS IS AMERICA' WINS 3 AWARDS INCLUDING VIDEO OF THE YEARCANADA WIN BEST DIRECTORZHANG+KNIGHT WIN BEST NEW DIRECTORSOMESUCH WIN BEST PRODUCTION …