Cannes Lions
HUNGRY MAN, London / DIRECT LINE / 2020
Overview
Entries
Credits
Execution
The director wanted the audience to believe they could’ve stumbled on teasers for the next theatrical film iteration of these characters.
The action had to be pulled off at the level of the world’s most impressive movie franchises, rising to the standards audiences have come to expect. Each spot needed to have scale and visual style; combining mind-blowing effects, epic camerawork, and seamless practical stunts - all of which the director achieved.
The director looked at the specific beats in each spot and added comedic layers. He examined exactly how the overall stories and nuances within each narrative would fully immerse the audience in the character-driven misdirects.
Finally, comedy always comes from the characters and situations. It’s not about jokes. It’s about playing the heightened action up front against the smaller, dry comedic moments - all of which the director achieved.
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