“Being owned by conglomerates does nothing for creativity. Our discussion moves on to film and Hollywood’s insistence on replicating successful pictures through second-tier mechanics – a business model that guarantees revenue while crushing originality: “It’s the corporatisation of the studios,” Morrison offers. “They consistently deliver work with a lot of heart.” “Frank Budgen, Fincher, Ivan Zacharias, Jonathan Glazer always managed to achieve that for 20 years,” he answers. I suggest that advertising is a tricky medium that the best directors are tasked with creating commercials that resonate with all – work that is both poetry and ordinary, that spans the exalted and the common place. When asked of commercial directors he respects in the field Morrison ponders. I have yet to see compelling brand content on the Internet that matches.” Big brands still throw their money into the big event.
“Companies like Nike still look at big ads as their main event before focusing on work for other media options – like Write the Future. If you engage a person in a story, if the characters are alive, then it doesn’t matter what device they are using. If they want to experience something in stereo they can always move on to a bigger screen. “At the end of the day it’s down to imagery and narrative,” Morrison answers. With such a diverse client list I wonder if new media – most notably mobile broadband – is changing big brands’ approach to the sell? Since opening RESET, Morrison has shaped content for clients including Nike, adidas, Activision, Microsoft, Apple, Lexus, Under Armor, Verizon, Sony, Gatorade, Verizon, GE and more. When you have magnet talent like that it becomes rocket fuel for everyone else on the roster.” Once we had lift-off we added more talent because the board flow quickly became killer for guys like Fincher, Ritchie and Glazer. We know the business inside out, so hopefully are taking lessons learned as a guide to building RESET as a 21st century talent-driven company. “After a few months we came up with the company moniker and signed on some stellar names to gain altitude. “I took time off and was exec producing Oblivion with Joseph Kosinski,” he explains. Morrison opened RESET with David Fincher and others 11 months ago following his departure from Anonymous Content, working on a feature at the time while he pondered his next move. All they do is leave you behind to clean up the mess.” “We have always worked with high-end talent but learned the hard way not to work with guys who are problematic. “Our business is all about human interaction,” Morrison says. One of the most awarded executive producers in the last decade at the AICP Show, Morrison has seen it all – describing a producer’s role as hitherto kindergarten teacher/assassin/ psychiatrist all wrapped into one:
shots’ acting US editor, Simon Wakelin, talks to Morrison in his latest blog post below.ĭave Morrison is buzzing after wrapping a football commercial for Nike in Brazil under the RESET banner. Anonymous Content saw Morrison pump up the volume on campaigns including its BMW Films escapade, while newly-hatched RESET, his latest venture with David Fincher, promises to deliver more.
After over two decades in the business Dave Morrison has collected a bevy of awards in advertising and film that include prestigious Palme d’Or medals while co-heading Propaganda/Satellite Films back in the 90s.
0 kommentar(er)
