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Not To Scale Create The Guardian's Most Successful Ad Of All Time!

Not To Scale's newly signed directing collective U.F.O. have just collaborated with the team at W+K London to produce a really enjoyable brain teaser for The Guardian / Observer's Film Season.

Press Release from Not To Scale

Not To Scale's newly signed directing collective U.F.O. have just collaborated with the team at W+K London to produce a really enjoyable brain teaser for The Guardian / Observer's Film Season. The 85" Film, which amazingly was written and produced in just five weeks, reduces various films to iconic and graphic moments. The films were taken from the Guardian's top 25 film lists in various genres' and are cleverly woven together into a free flowing narrative that leaves the viewer with the task to try and guess all 26 films featured.

Working closely with the W+K London creative department and Creative Director Shay Given, Not To Scale and U.F.O. Director Mathieu Gastaldi, went through a rigorous writing process first. Dan O'Rourke Producer expands further, "We had to choose our titles from a finite list and we also made it harder for ourselves by ensuring that the full length film could break into three balanced separate films, that could be released each week as teasers to promote the month long film season. Each sub-section or part also had to have a balance of genres i.e. thriller, comedy, romance, action etc. to be each drawn from a short list". "In the end Rebecca Rice our line producer made a film matrix colour coding where each genre was covered to prove how the overall film would balance - therefore what appears to be a random selection from an endless catalogue is in fact a narrative knitted together from quite a few rules that further tie the film into The Guardian and The Observers take on what is profound in Cinematic History etc. this makes the forming of neat transitions from film titles reduced to single icons perplexingly complex. Still with me? Well we managed to do it, see how many of the titles you can guess and 1st past the post wins them all on DVD, there's a few easy ones, some not so".

Click here to play along....

Videohttp://www.guardian.co.uk/film/video/2010/sep/23/film-season-video

Bloghttp://www.guardian.co.uk/film/filmblog/2010/sep/23/film-season-video-ch...

Agency: Wieden+Kennedy LondonCreative Team: Shay Given, Nick Bradley & Jules HuntCreative Director: Shay GivenAgency Producer / Andrew Shelton / Gill Oglethorpe

Production Company / NOT TO SCALECreative Director / UFOProducer / UFO & Rebecca Rice and Guillaume MarienProducer / Not To Scale Dan O’RourkeDesigner / Mathieu Gastaldi3D Animators / Mathieu Gastaldi, Maeva Sol, Benoit Terminet ShuponPOST Production / Mathematic Studios, Paris www.mathematic.tv

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