Directors Interpretation Markus Wentlandt - Mainfilm
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ADONIS Directors Interpretation Markus Wentlandt
INTRO We need to inspire men to be confident. With this project we want to encourage men to take care of their feet. Men with well-groomed feet feel comfortable in their skin and imply self-confidence. A feeling that inspires all of us. Through our scenes the natural confidence and joy of our heroes spread the message to our audience: To feel happy in your skin starts with your feet! Let`s enjoy this campaign with a bright look and authentic heroes! Let us all gain barefoot confidence!
OVERALL NOTE Male grooming is gaining relevancy in our modern society. When it comes to pedicure the conversation is different. However - we seek to shed light on this sensitive topic by exploring new levels of male self-awareness. Therefor all of our scenes need to feel authentic and natural. To do so certain details are of the essence: E.g. a particular scene demonstrates this by showing a woman’s positive reaction after rubbing her man´s well-groomed feet. She is very impressed by the softness of his feet. Their feet touch, they cuddle on the couch. If a woman is impressed by a man`s feet, it means that he must have done something right. And that is the self-confidence we want to transport through our commercial.
Cameras are always following every
CAMERA WORK & protagonists move. That way viewers become
part of the very moment by creating a
LOOK cinematic feeling with a high quality look.
The fluent camera work feels vibrant. I would
like to work with wider lenses. That way we
have much better dynamics in close-ups
besides the modern look. A warm tone and
bright pictures round up the overall look.
By creating an authentic visual language, the
video feels like relatable Instagram content
straight out of a friends device.
CASTING &
Casting is key that’s why we decided to
neither understate nore overstate the
perception of the character. This way we
get a natural setting.
PERFORMANCE To create a sense of hospitality for the
viewers we utilized a genuine group of
actors.
With this bespoke commercial we aim to
inspire the audience to take care of
themselves and ultimately to take care of
their feet.
AFTER WORK HERO
SPORTS HERO
DINNER HERO
COUCH HERO
EXTRAS FEMALE
EXTRAS MALE
LOCATION All locations must have a masculine touch to create an authentic scenery. A modern loft, including an open kitchen and bathroom. That way we can create dinner, gaming, after work gathering and bathroom settings in one location. For the workout scene I would like to shoot it in a modern Crossfit-Box. Crossfit athletes often do their bodyweight workout without shoes. That way we create an authentic setting and also include the worldwide most trending sport. For the final couch scene we need to shoot in a third location or prep our loft location in a cosy way in order to achieve a diverse setting.
AFTER WORK
GYM
DINNER
BATHROOM
COUCH
SCENES IN DETAIL Bare Foot Confidence Pre-roll video 20sec 16:9 24/7” CAMERA MOVEMENT: The Camera should feel like it’s operated by someone of the friends group. That way the audience is a part of the scene. It also ensures an authentic atmosphere. SUPERS: Every scene ends with a wide shot on which the Super appears centered. At first the Super of the previous scene appears e.g. „Be prepared to BOND“. „BOND“ will change to the verb that belongs to the scene we just saw e.g. „PERFORM“. A second option we consider is that every scene starts with the Super in the first shots.
SOCIAL CONTEXT - AFTER WORK SCENE
Be prepared to bond
00:00 - 00:02
We open with the big smiling winner face of our hero directly into the camera.
The camera steps back and opens the scene. Our hero loosens his tie and collar and laughs to another person next to him.
00:02 - 00:04
LOGO + PACKSHOT
He stretches and puts his bare feet on a coffee table while still laughing and talking with his colleagues.
00:04 - 00:06
The scene ends in a wide shot of a group of young, attractive men in their mid thirties gathering after work.
SUPER: Be prepared to bondSOCIAL CONTEXT - GYM SCENE
Be prepared to perform
00:06 - 00:09
The camera is walking towards two friends working out together. Our hero does box jumps.
Cut
Close: His friend cheers on him and our hero is jumping again.
Cut
Close: His feet land on the box.
Cut
Wide: The hero’s smiling face, he high-fives his friend after finishing the round.
SUPER: „bond“ in „Be prepared to bond“ changes to „perform“SOCIAL CONTEXT -
DINNER SCENE
00:09 - 00:12
Bare feet walking towards a table of friends.
Cut
Our hero serving dinner for his friends at his open kitchen. He
balances several plates and bowls with both arms.
Cut to a wide shot: His friends admire the food he has prepared.
He sits down. Everybody at the table is socializing and laughing.
They are having a really good time. The man and his friends
enjoy the food and are having drinks.
SUPER: „Perform“ in „Be prepared to perform“ changes to
„impress“
Be prepared to impressSOCIAL CONTEXT - DEMO 00:12 - 00:15 Cut to demo: We see our hero in his bathroom. Cut While wiping the rest of shaving cream of his face he already sits down on the edge of the bathtub and uses the Pedi. It’s supposed to look like he is using the pedi very randomly because it's already part of his everyday routine.
SOCIAL CONTEXT -
COUCH
00:15 - 00:17
Another hero cuddles with a girl on a couch.
The girl looks at his feet appreciatively. She is obviously
impressed by his groomed feet. Their bare feet touch and rub
together. They laugh happily.
SUPER: „to impress“ in „Be prepared to impress“ changes to
„for anything“
00:17 - 00:20
Super: „Scholl footcare for men“ + Pack shot
Be prepared for anythingGAMING SCENE Gaming is already a huge market and plays an important role in the social life of today’s modern society. That`s why we want to stage a scene in this social phenomenon context. It’s definitely an option we should think about.
SOCIAL CONTEXT - GAMING
Be prepared for competition
Two of our heroes enjoy their Friday evening together. They have a gaming night at one of the heroes apartment.
Cut to their bare feet.
Super: Be prepared for competition
Cut to them wildly playing with video controllers in their hand. Both friends are laughing and joking while competing against each other.
One hero beats his friend in the game. He celebrates his win, falls back onto the sofa, raises his feet up in the air and kicks enthusiastically.
Super: „Scholl Footcare for men“ + Packshot PediLOOK & FEEL The video on the next slide is a very good example of how I understand Scholl’s commercial in terms of color grading and camera work. Warm tones, close shots and handheld camera movements lead to an authentic and positive feeling.
LOOK & FEEL MOODS #urban #authentic #grainy # imperfect #warm #natural
EDIT With lookin’ Friday you not only get an experienced production company but also a music affin post production company. Our roots lie in producing urban music videos and documentaries of music artists and bands. The combination of music, sound design, insertion of typography and a dynamic cut is extremely important in order to edit five different scenes and a pack shot in only 20 seconds harmonically. The cutting frequency varies to support the different scenes. E.g. we have a higher frequency in the After Work and Workout Scene and a lower frequency in the Demo and Couch Scene.
MUSIC In order to support a natural and authentic emotion, music is one of the most important things. Therefore we rely on driving instrumental music and its natural sound. Drums, trumpets and percussions guarantee authenticity. The selected examples allow a high and dynamic cutting frequency and also create a feel good vibe. Born to be a winner Born to be a winner (Instrumental) Bruno Mars - Perm https://www.youtube.com/watch?v=ftXmvnL0ZOcLink2 Oli Murs - Moves https://www.youtube.com/watch?v=wogS2WPp-0g
Markus Wentlandt is an international Commercial Director.
His short movie „Rebel`s Art“ won seven awards and a national
predicate. For his commercial work he worked with Hollywood star
Patrick Dempsey and Porsche legend Magnus Walker.
For Coca Cola he created the german most successful branded
entreatment format „CokeTV“. The show was weekly released on
YouTube and recieved millions of clicks. The show won an Effie
Silver award in the category Content Hero and gained over 12 Mio
views on Youtube.
Awards:
Gold Winner @ BCM Award BMW - Road to Happiness
Silver Winner @ Lovie Award BMW - Road to Happiness
Gold @Public Awareness Camapign #iamNature Deauville Green
Awards
Effie GWA Silver „Coke TV“ Content Hero
Silver BCM-Award Best of Content Marketing Allianz
click pictures to watch
DIRECTOR
MARKUS WENTLANDTDOP MALTE GOY
Malte’s passion for capturing emotions brought him to
painting at an early age and he was honored a national
young talent in his college years. Growing up in the
skateboarding and street art culture influenced his
work as an artist. From the backcountry of Iceland to
the gleaming neon facades of asian megacities Malte is
always on the hunt for the distinctive light and feel of
those places. In his work he combines those
photographic aesthetics with intimate human
moments. That is why on his productions he
emphasizes the importance of handpicked locations
and a memorable casting while supporting those with a
subtile but effective postproduction. Malte works
worldwide and his work has already taken him to
places such as China, Jordan or the USA. He is also
available as a still photographer.
click pictures to watchPHOTOGRAPHER With Malte Goy we not only have a talented DOP but also the perfect photographer. He shot several commissions e.g. campaigns for global brands like Netflix, Mellita, Ferrero and many more.
Lets create barefoot confidence together!
Markus Wntlandt & lookin’ Friday
Stipe Braun
stipe@lookinfriday.de
+49 69 76 898 290
lookin’ Friday
Daimlerstraße 32
60314 Frankfurt am MainYou can also read
