Squire headed out to Toulouse to shoot the oldest shopkeeper in France - Henriette - The 102 year old wonder was taken down to the Hyperloop testing site to experience the future of modern transportation. From Horse and carts, to highspeed vacuum trains - One life time to see it all.
HYUNDAI CELEBRATES AWARD-WINNING HYBRID WITH ‘THE AMAZING DROP OF FUEL’ TV CAMPAIGN
Hyundai celebrates its award-winning IONIQ Hybrid model this week with a brand new TV advertising campaign. The 30-second TVC “The Amazing Drop of Fuel” will air from 1st April
Inspired by the news that the IONIQ has won Best Hybrid at the 2019 WhatCar? Awards for the second year in a row, the advert is a rousing look at what petrol power can do when electrified by the IONIQ’s hybrid technology. A single drop of fuel is filmed in super slow motion as it falls through the air. After being charged with electricity mid-flight, it is able to “do more”; smashing through any object that crosses its path. Once it strikes the car beneath, the IONIQ fires into life.
Set to Strauss’ The Blue Danube, the spot is full of life and energy as well as a sense of celebration and fun, and dramatizes just how hybrid technology – the fusion of electrical and petrol power – can be more efficient and effective than petrol power alone. The creative was developed by Innocean UK and directed by Deane Thrussell of Squire.
It was shot using the super high-speed Phantom Onyx camera – the same camera used for blockbuster film Solo: A Star Wars Story. It’s capable of capturing up to 12,000 frames per second, which is 480 times slower than standard video. Post-production was by Coffee & TV, audio production by SNK Studios, and the media was planned and executed by Havas Media.
Innocean UK turned the celebratory spot around in just under 10 weeks following the announcement that the Hyundai IONIQ had been awarded WhatCar? Best Hybrid at the end of January 2019. Innocean UK’s Head of Creative Dom Sweeney said; “It was a great brief from Hyundai. They’re at the forefront of hybrid technology and our creatives had a lot of fun thinking of things they’d like to destroy. Hats off to Deane and the team too, who have managed to create a film that’s incredibly beautiful but doesn’t take itself too seriously.” Hyundai UK’s Marketing Director David Pugh said; “We’re extremely proud that IONIQ has been named Best Hybrid two years running by What Car? and this achievement gave us the perfect opportunity to communicate the car’s efficiency credentials to a wide audience.”
Murphy is back with her first dive into directing other artists, with the wild and wonderful Fat White Family.
Having directed her own videos for a while, Roisín Murphy now takes the plunge for the first time with another artist, coming up with a subversive knockabout comedy for The Fat White Family which gets to grips with the joys of Monty Python.
The video for Tastes Good With The Money is a loose homage to some classic Python moments from the original Flying Circus TV series, in particular the most aggressively violent bits, and the Pythons' fondness for dressing up as old ladies.
So prepare yourself for a remake of Noel Coward's Salad Days, as directed by Sam Peckinpah, now reimagined by Roisin Murphy and FWF. It's bloody... Plus a nice cameo by Baxter Dury thrown in for good measure.
Python seems prescient. The British laughing at themselves, a certain kind of glee even in the loss of empire, singing as the ship goes down, well it just seems so...of the moment.
"I’ve been making it known for years how much I wanted to make a video for this band. I’m a massive fan of Fat White Family and I’ve been chasing this opportunity for a long time. For me there’s such a charm about them and an authenticity that’s actually incredibly rare. I knew I could not possibly work with a more magnetic bunch of performers.
"The idea of referencing Monty Python partly came out of the somewhat absurd and confusing political landscape that we are now living in in Britain. Python seems prescient. The British laughing at themselves, a certain kind of glee even in the loss of empire, singing as the ship goes down, well it just seems so...of the moment. There is this deep ambivalence to the establishment that resonates with the the Fat Whites own irreverent world view.
"Most of all I wanted an idea that would give them the confidence and the space to really let go and just perform, to allow them to be raw in what is essentially an unnatural situation for a bunch of ne’er do well musicians.
"When I look at the video what I see is the trust they put in me and I'm so proud of that. Maybe it’s because I am a performer too, but they let themselves be put in a kind of vulnerable situation. They allowed themselves to be foolish, silly and absurd in a way that could have gone tits-up. However, the result is hilarious and performances are second to none."
Squire’s Jay Creagh spent some time with his sister, creating a tactile led brand film for her award winning craft company.
A short brand film following design/maker Ruby Creagh on her process of making one of her signature Rucksacks. All shot on location in Ruby's studio: Northlight, Hebden Bridge,in which we explore the tactility of craft and materials.
Working with Pablo, Squire and the team have helped Warner Edwards launch their first communication campaign, establishing a clear position as “farm-grown gin” - a world away from all the other city slicker gins out there.
Husband and wife team, Tom & Tina – “the gin farmers” - put their heart and soul into their product. They make their premium gin in the authentic way, with farm-grown natural ingredients, on Falls Farm in Northamptonshire, whilst showing a deep love and respect for the land.
The campaign consists of an ad featuring a bemused hedgehog; outdoor media; digital and social assets; and our very own tractor-driven poster
Squire’s, Steve Glashier has been featured in Lomography magazine, speaking about his love of film making, analogue photography and more.
Our boys at distinct have had a busy year jet-setting around the globe, shooting content and TV for a bucket load of new clients and agencies. Check out their latest showreel.
Squire spent the weekend with Fashion and Lifestyle Giant’s Stella Mccartney & Gwyneth Paltrow. Showing off the New Bond St Flagship store, Gwythen’s Notting Hill Goop Pop-up, Capturing a podcast and going London G-Spotting, it was a packed few days of fun, food and film.