Patta X Ray Fuego X Idaly 'NNS' by Emmanuel Adjei
Emmanuel Adjei returns after his video for Mark Pritchard with a new project for Patta Amsterdam that fuses a concept-based performance video with a branded content showcasing a new clothing …
Mysdiggi x Sainsbury's 'Food Dancing (Yum Yum Yum)' by Siri Bunford
Since it's release in late January, Sainsbury's have celebrated the joys of preparing food and healthy living with an effervescent use of real people and a freshly-minted music track in the ad Food Dancing, directed by Siri Bunford at Knucklehead.
Sainsbury's ad agency Weiden & Kennedy commissioned the song from UK hiphop artist MysDiggi (who has Sainsbury connections; his mum works for them in store), and then Bunford directed people from all over the UK dancing to the track in their own kitchens.
And it gave the director the chance not just to make the TV spots but also a music video in the same naturalistic style, with more people, more excellent dancing, more Mysdiggi - plus a cool, full colour section featuring some of the ordinary folks parading more of their impressive dance moves.
The fact the longer version has garnered far more views on YouTube than the 60" ad - in fact it has now passed a million views - confirms that this is a branded music video that really works.
Credits
| Director | Siri Bunford |
| Production Company | Knucklehead |
| Executive Producer | Matthew Brown |
| Line Producer | Matthew Brown |
| Director of Photography | Jim Joliffe |
| Editor | Adam Rudd |
| Editing company | Final Cut |
| VFX Company | Time Based Arts |
| VFX Supervisor | Tom Johnson |
| Flame | Mike Aveling |
| VFX Producer | Lauren Havard |
| Lead Animator | Jess Gorick |
| Colourist | Simone Grattarola |
| Agency | Wieden & Kennedy London |
| Creative Director | Scott Dungate |
| Creative Director | Sophie Bodoh |
Previous video
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