This week, on the occasion of the 11th Advertising Film Production Conference and more specifically because of the 6th APCP Awards, we interviewed Ivo Van Vollenhoven, CEO of our partner Twentyfour Seven.
– How would you define Twentyfour Seven?
We are a pioneering company whose curiosity drives us to innovate in all aspects of production. We value quality and surround ourselves with the best professionals in the industry to create unique pieces that capture the public’s attention.
– Is it important to study the company to be advertised beforehand?
Absolutely, having a deep knowledge of the company to be advertised is fundamental to create a successful campaign. Understanding the company’s identity, values and mission helps us design an advertising approach that connects with the right audience.
– Is there a key to making a spot stand out?
Creativity and authenticity are key to creating an eye-catching spot. In addition, identifying and communicating a clear and emotionally relevant message to the target audience can make a spot stand out from other ads. The essence lies in a good idea and flawless execution.
One of your campaigns is Own What’s Yours and the client is ZenBusiness, a company that supports entrepreneurs and offers the tools, guidance and expertise to be your own boss.
https://twentyfourseven.xyz/work/brand-content/zenbusiness-own-whats-yours/
– What did you like most about this project?
What attracted us most to this project was the opportunity to collaborate with Pretty Bird Los Angeles and ZenBusiness, a company that shares our passion for supporting entrepreneurs. This collaboration allowed us to channel entrepreneurial energy into the creation of a dynamic and action-packed ad. It was a fun project, in which we managed to bring to life an idea that many have had: breaking things. Humour was a key component and was reflected in the whole team.
– There is a lot of action and dynamism in this spot, any anecdotes?
There were definitely “moments” where, immersed in the creative “chaos”, it was sometimes unclear whether we were on the field or off the field, which made for some laughs and funny moments during the shoot. For example, the talent kept breaking the set even after the “cut”.
– Smashing a wall, breaking a window… Are these special effects? How do you get the perfect shot in this type of case?
They are special effects, rehearsed several times in the days before filming by the special effects team until they find the best way to achieve the effect. On the day of filming, we have the help of a duo to execute the most complicated scenes and ensure that everything is done in a natural and safe way. For everything to be perfect, it is crucial to work with the best professionals in special effects and dangerous scenes, as was our case.
Some of the scenes involve controlled and meticulously planned special effects. Collaborating with an expert special effects team allowed us to achieve these shots safely and effectively. Perfection is achieved through detailed planning, precise coordination and carefully choreographed repetitions. In this case, we worked with In Extremis when the effects are more elaborate.
– What was the most complex part of executing this campaign?
The most complex part was getting the action and dynamism to blend perfectly with the message of support for entrepreneurs. Balancing the emotion with the narrative and ensuring that the core message remained clear was a challenge we successfully met.
– Is it important to go the extra mile by using a bit of craziness to create spots?
Without a doubt, finding the ideal location was a major challenge. Although we had a very specific brief, the logistical needs were enormous in terms of construction, space and, above all, destruction. The big challenge was finding the right location and working within the budget. The casting was also impressive!
– In advertising, as in life itself, you have to care and love what you do so that others can enjoy it. Does Twentyfour Seven demonstrate the importance of going outside the norm to create energetic audiovisual products?
Of course, stepping outside the norm and embracing your passion for what you do is essential to creating audiovisual content that resonates with your audience. Dedication and love for creativity are reflected in every project we undertake, and that translates into products full of energy and authenticity that leave a lasting impression on the audience.
Article by Paloma Garrido.
