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Fresh Eye Film Productions shoots Nokia's C3 random coolness ad developed by JWT JHB

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Published on Sep 27, 2011

Fresh Eye Film Productions shoots Nokia C3's random coolness ad developed by JWT JHB

Nokia's TV ad for their new C3 model is a lively, vibrant burst of colour that drives home the joy and spontaneity of keeping your friends close. The challenge of bringing the idea of random coolness to life was given to Fresh Eye Film Productions director Dani Hynes by Nokia's agency JWT Johannesburg.

"The concept of having the phone act as a portal was really strong. In this market people expect their phones to really put them in the picture and this script got that across really well. Of course it didn't hurt that we got to play with some really great ideas. I mean, how often is your brief to create "random coolness? I loved every minute of working on it. The client and the agency really stepped up and created something unexpected and fresh," says Dani.

Nokia wanted to extol the trendy virtues of the C3 and its integrated social abilities. So the ad, conceptualised by JWT JHB creative director Theo Clarke, had to be fun but also show how easy it is to communicate with friends, regardless of where they were and what they were doing. This was the challenge for Fresh Eye.

"Understanding that the ad needed to illustrate what having your friends right next to you (in your pocket) feels like, meant that we had to shoot the characters interacting with each other in a really creative way. Ironically in order to achieve this, we shot each person mostly on their own, as plates, then brought them all together in post. The result is that they appear to be introduced into the main character's world seamlessly and on the beat. Then we made sure that energy and 'random coolness' popped up all the way through," concludes Dani. "The agency and their client really came to the party and the final ad shows that when everyone gets together on the same page really cool stuff can happen."

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