AIRBAG’s GMUNK shoots new ‘Cars vs Drones’ film for Holden via Vice + The Creators Project
CB Exclusive – Director GMUNK (aka Bradley G Munkowitz), has delivered his first spot since signing with AIRBAG for Vice’s The Creators Project via Vice’s in-house creative team Virtue.
The 2 minute film featuring a Holden Astra features stunning large scale long exposure volumetric light painting.
Says Munkowitz: “The Car vs Drones film is focused on visualizing the concept of Speed and Agility set within a cinematic battle of superiority between two nimble machines.
“Working with Vice and The Creator’s Project from the concepts’ inception definitely influenced the treatment, lending the aesthetic more to a transparent lab experiment than a hyper-polished short film.
“I wanted the film to be an entirely honest rendition of the experience the team went through during the filming process, and I think we achieved that quite well.
“It was a pleasure working with AIRBAG – I saw a ton of talent and inspiration in that studio, collaborators with a very similar mindset to my own.. I really cherished the collaborative spirit there, and each member of the studio added so much to the film – I can’t thank them enough for all the hustle and I look forward to our next jam.”
Says Michael Slonim, managing director, Vice AU/NZ: “This project is all about treating consumers like audiences. Millennials are smart and know when they’re being sold to, but they’re also aware of the world they live in and want to be entertained. Savvy brands such as Holden know it’s okay to market a product, as long as it’s adding value, and they’re telling a story that has a cultural relevance.”
Says Geraldine Davys, executive director of marketing, Holden: “The film perfectly exhibits the wild side of Holden’s latest sports hatch and a fresh direction for the brand. The concept of a car vs. drones forming a moving racetrack is one that has never been attempted before, and to demonstrate something as unique and progressive as this is really exciting. We are taking the Holden brand into new territory and challenging the status quo. Holden is going to continue to produce engaging and innovative content for our customers, content that traditionally may not be associated with the Holden brand. Astra vs. Drones is perfect example of this, it’s a short film that certainly makes you sit up and take notice.”
3 Comments
Nice work GMUNK.
Great technical talent from GMUNK.
Shame he wasn’t actually given an idea to bring to life.
I don’t get it. Doesn’t seem to work as a ‘duel’. Looks nice, though.