Page 110 - AdNews magazine Mar-Apr-May 2023

Behind the Cover
The creative contingent of adland is the beating heart of the industry. AdNews, with a mission to create high impact and aspiring covers, hand picks an agency to work its magic. This time it’s Edge.
Creative juices
Thoughts on the brief?
We experience commerciality versus creativity every day at work. There is an unquestionable tension between creativity and commerce, but often things are best when the two are working in harmony. Tackling this brief involved quite a bit of self-ref lec- tion and expressing our thoughts about the way Adland works was at points even cathartic.
How did you know you landed on the best concept?
It was a close call between several ideas - some explored the theme in more nuanced or unexpected ways, but often it’s the simplest ones that work best. Collectively, this felt instantly relatable even without a headline. We’re all being squeezed - budgets and timelines are shrinking, and commercial pressures are getting tighter each day. We wanted to create some- thing that grabbed people by the throat - and grabbing them by the brain was close enough.
Who from the team was largely involved?
The whole creative department and management team were involved in the collaboration and concepting phase. Once the con- cept was chosen, Creative Director
www.adnews.com.au 13
BMF • THIS IS FLOW • JACK NIMBLE • SPECIAL AUSTRALIA • HOWATSON+COMPANY
RUSSEL HOWCROFT •
WIREDCO • ONE GREEN BEAN • EMOTIVE • THE HALLWAY • INNOCEAN • HELLO SOCIAL
Thinking. Insights. Ideas.
adnews.com.au
Feeling
the squeeze
Creativity under pressure
AdNews – Since 1928
Special Edition 2023
- Ben Smith and Art Director - Callum Foot collaborated with Louis & Co Executive Producer – Louis Molines, Producer - Luke Della Santa, and Photographer - Steven Popovich to shoot a real brain, with James Lucas from Limehouse doing the retouching.
What were the biggest hurdles to making this a reality?
We wanted the image to look real and visceral but not unnecessarily gory. We explored CGI brains but were not convinced it would have the same impact. We took the risk of not knowing if a real brain would work.
Tell us about the shoot. Who shot this and how did it come together?
We were lucky to work with Louis & Co and photographer Steven Popovich. Steven was perfect - bringing his attention to craft and fashion background to somehow make the brain look fresh, graphic, and dare we say beautiful? Cow brains were the closest size to a human brain we could find, and Producer Luke Della Santa sourced three cows’ heads and arranged a butcher to cut the brains out (a first, even for the butcher). Everything was shot in-camera with James Lucas from Limehouse
beautifully compositing and retouching the final imagery.
Biggest challenges with the whole process?
Getting a real brain to look instantly recognisable in-camera and getting the right amount of squeeze was a challenge. You would imagine brains to be perky and rubbery, however, in reality, it is sloppy and hard to manipu- late. Our Creative Services man- ager, Jeri Raya-Maneze, had her hands full for 6 hours as we shot lamb’s brains (too small), then cow’s brains (too big). Eventually we deconstructed a cow’s brain and rebuilt it around a piece of foam, stitched together with metal wires. It was the perfect Goldilocks brain, and in this moment, Andy Parkes became Sydney’s first ‘brain stylist’.
Best bit about the process/ any funny stories?
‘A vegan goes to the butcher ask- ing for brains’ sounds like the start of a bad joke. Callum Foot, the token office vegan, did a test shoot with his poor girlfriend squeezing defrosted lamb brains in the shower. She was not happy. He’ll take her out for dinner to make up for it (probably some- where vego).
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Credits
Creative Agency: Edge
ECD: Stu Turner
Creative Director: Ben Smith
Art Director: Callum Foot
Hero Hand Talent: Jeri Raya-Maneze Production Agency: Louis & Co. Executive Producer: Louis Molines Producer: Luke Della Santa Photographer: Steven Popovich Retouching: Limehouse
A limited edition bespoke AdNews ‘A’ trophy is also up for grabs for the winner.
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