Dylan Collard, Pfizer
Interview with Dylan Collard:
Hi Dylan, we would like to get some inside story to your shooting for Pfizer.
Pfizer has a high reputation and proves to be a responsible company. What impression do you have?
DC: When we were approached to do the "Real Danger" Pfizer commission one thing sprung to mind and that was the "Rat" TV commercial which had caused quite a stir in the Uk last year. The TV commercial gave me a good indication that Pfizer weren't afraid of using strong and shocking imagery in their advertising. I think this is sometime a reflection of the size and power of an organisation confident enough to take bigger risks than some of its competitors. Bear in mind this campaign is fronted by Pfizer but that also involved other organisations like the Medical And Healthcare Products Regulatory Agency, The Royal Pharmaceutical Society of Great Britian, The Patients Association and H.E.A.R.T UK. It seems to be an issue that is of concern to not just Pfizer alone.
The campaign feels very cold and serious. How did this happen?
DC: The message was about the dangers of buying drugs online so it was a serious message from the start. It´s something I'd read was a fairly recent phenomenon that I had thought was more apparent in poorer countries. Pfizer wanted to shock people in the UK to realize that it is effecting everyone now. The Creative Director (Andrew Spurgeon) wanted the ads to have a "horror" narrative about them, the blunt reality of what can happen if you buy drugs from unreliable sources . He wanted a feeling of loss, of the cold, stark process of the post mortem, of death. He wanted shocking Ads and the client was brave enough to go with the idea.
Where did you shoot? Setdesign or real location?
DC: The shoot was in a real, but disused hospital near London. We had recce'd lots of working mortuaries which was a weird but very interesting experience. The most striking thing about a morgue is the equipment used to deal with the "guests". Everything is without comfort, there's a complete absence of form its all about function, its all stainless steal tops, hoses for washing down and things that cut, prise, poke and prod!! A morgue is a cold, harsh environment to inspire a cold, harsh shoot.
Let us talk about Roadkill Toys now. Is a very funny toy production company with a real twist. Right?
DC: Roadkill Toys is a small toy company started by Art Director Adam Arber who I'd shot the VNOK campaign for last year. He's been producing the Roadkill toys for a few years now as a sideline to his day job. He'd made a short film / commercial a couple of years ago which was very successful and was shooting another film to promote his new "Grind" Rabbit toy. He asked me to go along and shoot alongside the film crew to see what stills we could get out of the shoot.
How did it feel to have such different clients ( Pfizer and Roaskill Toys )?
DC: Its good, very different clients that require very different approaches. Pfizer is a huge international company and the shoot required lots of production, preparation, crew, lighting, time etc and was great fun to do, in fact one of my favorite commissions so far. Roadkill is the exact opposite, a small, local business having to work to the minimum budget possible, 1 assistant, no lighting, no time but great fun as well, also one of my fave commissions in that it was so open in the briefing.
Do they have something in commune?
DC: Both wanted a sense of narrative, atmosphere and a cinematic feel to the ads, neither were scared of causing a stir.
Hi Dylan, we would like to get some inside story to your shooting for Pfizer.
Pfizer has a high reputation and proves to be a responsible company. What impression do you have?
DC: When we were approached to do the "Real Danger" Pfizer commission one thing sprung to mind and that was the "Rat" TV commercial which had caused quite a stir in the Uk last year. The TV commercial gave me a good indication that Pfizer weren't afraid of using strong and shocking imagery in their advertising. I think this is sometime a reflection of the size and power of an organisation confident enough to take bigger risks than some of its competitors. Bear in mind this campaign is fronted by Pfizer but that also involved other organisations like the Medical And Healthcare Products Regulatory Agency, The Royal Pharmaceutical Society of Great Britian, The Patients Association and H.E.A.R.T UK. It seems to be an issue that is of concern to not just Pfizer alone.
The campaign feels very cold and serious. How did this happen?
DC: The message was about the dangers of buying drugs online so it was a serious message from the start. It´s something I'd read was a fairly recent phenomenon that I had thought was more apparent in poorer countries. Pfizer wanted to shock people in the UK to realize that it is effecting everyone now. The Creative Director (Andrew Spurgeon) wanted the ads to have a "horror" narrative about them, the blunt reality of what can happen if you buy drugs from unreliable sources . He wanted a feeling of loss, of the cold, stark process of the post mortem, of death. He wanted shocking Ads and the client was brave enough to go with the idea.
Where did you shoot? Setdesign or real location?
DC: The shoot was in a real, but disused hospital near London. We had recce'd lots of working mortuaries which was a weird but very interesting experience. The most striking thing about a morgue is the equipment used to deal with the "guests". Everything is without comfort, there's a complete absence of form its all about function, its all stainless steal tops, hoses for washing down and things that cut, prise, poke and prod!! A morgue is a cold, harsh environment to inspire a cold, harsh shoot.
Let us talk about Roadkill Toys now. Is a very funny toy production company with a real twist. Right?
DC: Roadkill Toys is a small toy company started by Art Director Adam Arber who I'd shot the VNOK campaign for last year. He's been producing the Roadkill toys for a few years now as a sideline to his day job. He'd made a short film / commercial a couple of years ago which was very successful and was shooting another film to promote his new "Grind" Rabbit toy. He asked me to go along and shoot alongside the film crew to see what stills we could get out of the shoot.
How did it feel to have such different clients ( Pfizer and Roaskill Toys )?
DC: Its good, very different clients that require very different approaches. Pfizer is a huge international company and the shoot required lots of production, preparation, crew, lighting, time etc and was great fun to do, in fact one of my favorite commissions so far. Roadkill is the exact opposite, a small, local business having to work to the minimum budget possible, 1 assistant, no lighting, no time but great fun as well, also one of my fave commissions in that it was so open in the briefing.
Do they have something in commune?
DC: Both wanted a sense of narrative, atmosphere and a cinematic feel to the ads, neither were scared of causing a stir.