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Tank Museum

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Producing the commercials for the Tank Museum was a great pleasure and the many years spent as a news director/cameraman covering warzones was very handy to help establish the style. It is always hard to film static objects, especially when they’re the size of a small house and weigh the same! Though fascinating to look at, they’re basically just huge lumps of metal unless they mean something emotionally.

Working with the agency, WWI trenches with shell-shocked soldiers was created, a challenge indeed, especially when it had to be created at the museum using the exhibits only without special effects and special sets. Using black & white photography, creative lighting/angles and stressing the footage to look “genuine” a realistic scene was established which had the emotions of the soldiers to make the viewer take notice. It was now a memorable advert, and in fact a BBC producer who saw it during the editing thought it was genuine archive footage!

The following campaigns by Thinking Juice took the museum onto a new height by using James May, a great tank enthusiast, who presented the tanks from a very particular point of view. The brilliant concept of “Tiny James” on the outset was a very costly concept as it would involve CGI and motion tracking techniques which the client could not afford. Needless to say, a technique was developed to bring this “magical” idea into reality, under budget, on time and on target.

Skills

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Posted on

7 August 2014