SHORT DESCRIPTION OF ARTWORK
Interested in the fuzzy spaces that exist between political ideologies and their economic implementations, The Propeller Group’s new project, TVC Communism [working title] embarks to blur these spaces even more with a cutting edge global marketing campaign aimed to create a “re-branding/resurgence” in the ideologies of “communism” via capitalism’s advertising machine, the television commercial.
The first iteration Phase 1 of this new work has 2 components, a synchronized 5 channel video installation projection and a single channel video presented on an LED monitor. and is in conjunction with TBWA Viet Nam. TBWA [tbwa.com] is the advertising team behind Apple’s “Think Different” campaign as well as the award-winning advertising campaigns for Nissan and Adidas.
The first component is a synchronized 5 channel video projection features documents the creative team at TBWA Viet Nam in their process of brainstorming, discussing and presenting their pitch as they develop a media campaign promoting and gaining positive “brand identity” for “communism”. TBWA [tbwa.com] is the advertising team behind Apple’s “Think Different” campaign as well as the many award-winning advertising campaigns for Nissan and Adidas.
As the brainstorming sessions are the meat of the advertising process, every round-table discussion was documented using 5 cameras shooting into the ‘round-table’ meeting. These synchronized video channels are then projected outwards in a pentagonal configuration inside the exhibition space; rendering a complex viewing experience as it visually and conceptually distorts the idea of documentary filmmaking, turning a round-table advertising brainstorming session shot from the outside-in into an inside-out panoramic view of how advertising processes a specific political ideology.
The second component is the LED monitor will display an animatic of the television commercial. The animatic is a video mock-up of the actual commercial that utilizes storyboard images, music, and voice over to help clients visualize the final product.
The second phase Phase 2 of the work is to expand the prompt to 5 of the top advertising agencies, in the United States, in the world namely, J. Walter Thompson, Ogilvy, Saatchi & Saatchi, Leo Burnett, and TBWA/Chiat/Day. These pitches which could be seen as part of a competitive “bidding” process which would include mood boards, images and video references, storyboards, and other schematics.
The final phase Phase 3 of this project is to realize the winning ideas from the 5 agencies and produce a compelling television commercial and advertising campaign. The campaign will launch featuring cinema, TV, print, out-of-home installations, digital elements and more. All of the media will be made available as free downloads via an official website and made available on social media sites such as facebook, youtube and vimeo.
Click here vimeo.com/25711433 to see more videos related to this project.