Krow were working with Fiat to produce a dazzling, artistic, visually arresting film to celebrate the 60th anniversary of the Fiat 500. The film was to launch at the Geneva motor show and to our utter delight was to be directed by visual artist and filmmaker Cyriak. One of our personal heroes, Cyriak is known for his outrageous animated videos using found footage but he has also carved a niche by using archival footage in gorgeous tessellated art films. He was the perfect choice for this project which aimed to take the viewer on a journey through the life and times of the Fiat 500.
Our job was to source iconic images and footage from each decade from the 1950s to the present day. Initially the agency requested iconic people and brands but due to potential rights clearance issues, we collaborated with them on a creative workaround. We advised the team on how they could reach their objectives in a less costly way but still fete imagery and design triggers from each era so that people would recognise instantly which decade was being shown.
In terms of the actual imagery there were several challenges. This was a worldwide campaign so we had to think of objects that appealed across different cultures. Being massive fans of the director really helped with tapping into his ‘eye’ and to picture how isolated content could be used the way that he loves to use it. Many directors come to us over and over again because we really know how they like to work and what they like to see visually. Despite dialing down on the celebrity content, clearance proved to be an immense task across content and IP from many different rights holders.