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20 October 2021

Moving in mysterious ways.

by Jason Stone



Burberry: “Open Spaces” - 2 mins 24s

It's still generally true that the best TV advertising outcomes are brought about when a brand employs an advertising agency to commission a film production company to make a commercial. But not always. In the dynamic landscape of 2021, there are a variety of different models available, and while, once upon a time, it was almost always true that advertising made outside of the traditional model was inferior, that's no longer the case, and hasn't been for a while.

A commercial like this is a shot across the bows of the traditional model. Arguably it's an epoch-changing moment for the advertising industry because, after watching it, no one could possibly claim that the involvement of an advertising agency is a necessary component in the creation of a brilliant and effective commercial. It's a game changer. It doesn't signal the end of the traditional model, but it makes it clearer than ever that you don't have to compromise when you step outside of it.

It's also a film which reinforces Megaforce's position at the very top of the directing tree. It's visually stunning, but it's the restraint that really makes it stand out. It's rare that something so striking can also feel understated, but that's been achieved here, and it amplifies the power of the film. It's also a film that really connects the advertised brand with an advertising proposition... the very thing that's often been absent when there is no advertising agency involved.

Megaforce have hit that level where every piece of work is outstanding. We love it when that happens and - no pressure - but we can't wait to see what comes next!


Creative Agency: Riff Raff Films Ⓟ Ⓦ
Creative: Megaforce Ⓟ Ⓦ
Film Production: Riff Raff Films Ⓟ Ⓦ
Director: Megaforce Ⓟ Ⓦ
Producer: Cathy Hood
Production M'ger: Laura Duffy
Production Ass'nt: Laura Heilanen / Michelle Cheung
Executive Producer: Matthew Fone
1st AD: Benjamin Edwards
Cinematographer: Justin Brown
Gaffer: Craig Davis
Stylist: Ana Steiner
Hair Design: Hiroshi Matshushita
Make-Up: Gemma Smith-Edhouse
Choreography: (LA)HORDE
Editor: Joe Guest Ⓦ @ Final Cut Ⓟ Ⓦ
VFX: MPC Ⓟ Ⓦ
Colourist: Emiliano Serantoni @ MPC Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ / Jake Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.