My Business — a series of spots

About the project

The brief and the answer

We keep an eye on what is happening in television advertising, and at that moment the trend was micro-universe spots: each part works on its own and makes sense to a viewer who has not seen the others, yet together they add up to a single story. The My Business centre backed our experiment, and the result was a series of four films. In the first, a man with boxing gloves slung over his shoulder walks into a coffee shop, and the young woman behind the counter makes him a coffee. The second takes us to a factory: the shop floor, hard hats, ear defenders, engineers in white coats, the accounts department with an orange folder marked “Annual report” — and each of them speaks straight to camera in turn. The third arrives at a My Business seminar, where a speaker at the flip chart goes through subsidised financing and the figures “up to 500 thousand” and “up to 5 million” appear on screen. The fourth is about export promotion. And this is where the experiment pays off: sitting in that seminar hall are the very people we met separately — the man from the coffee shop and the barista, still in her work apron, now wearing a “Participant” badge. We shot on a wide lens from close range, so every piece to camera plays almost as caricature — and that is exactly the tone that lets fifteen seconds explain support measures without ever turning into a handbook.

• Concept
• Directing
• Producing
• Cinematography
• Editing

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