We were keen for the rest of the campaign to explore a simple but original idea, one that felt perfect for a brand as innovative as AMC: in each spot use the same script, word for word, but with an entirely new visual interpretation.
In this execution, which pays homage to the work of British realist directors like Shane Meadows and Ken Loach, the poem is delivered by a young boy, alone in the strange nowhere land that is Dungeness.
In the third and final spot, we see Frank Dillane, star of ‘Fear the Walking Dead’, in an abandoned warehouse. He delivers the same poem as Bryan Cranston and the young boy, but this time it is straight down the lens, with a lyrical intensity, as a sequence of moving images are projected on to him and the wall behind. We wanted to make a film that was edgier and more unsettling. Something more in keeping with the onscreen persona of Frank.
The launch was a great success and one of the most fun projects we’ve been involved with. And AMC UK goes from strength to strength.
Creative Director (all)/ Director (Cranston)
Director (Boy and Frank)
Producer (Boy and Frank)
Matt Chodan @ Gorilla
Director of Photography (Boy)
Director of Photography (Frank)
Post Production (Cranston)
Post Production (Boy and Frank)
Smoke & Mirrors
Post & Sound Audio Production