Press release from The Sweet Shop:
Groundbreaking directing collective Special Problems has joined The Sweet Shop for commercial and branded content work worldwide. Special Problems, led by Campbell Hooper and Joel Kefali, has quickly made a reputation in the advertising world for the striking animated visuals behind the Cannes Lions winning work for Yellow Chocolate.
Special Problems, whose work combines live-action, motion graphics and animation, first started working in the commercial realm with adventurous established brands and agencies on projects such as HP with Alicia Keys, Vodafone, Burger King and Yellow Chocolate.
Joel and Cam’s aesthetic style evolved from a fine arts background where they developed their signature elements of graphic design, filmmaking and music, melding them into freshly innovative visuals.
“Moving into client work was very organic for us,” Joel explained. “When HP did a spot with Alicia Keys it was natural to use a director who had high standards aesthetically and had done music videos.”
Cam describes their working process as unconventional for a directing collective: “We don’t necessarily split up the work; we tend to work in segments and meet in the middle. Sometimes Joel will tackle the ending of a project, and I’ll start at the beginning. That way of working has always made sense for us; it fits our style.”
“We can’t wait to release our first work from Joel and Cam,” said Andy Traines, The Sweet Shop’s managing director in the US. “They have a film style that’s unique unto themselves," continued Executive Producer Tracy Mays, "which is what really drew us to them.”