About a year ago a gent by the name of Paul Julien Freed asked me if I was a fan of neorealist films. I confessed that I wasn’t. Not because I disliked them but because I hadn’t really watched any. He have gave me a list. He was sure that I’d enjoy them because of the way I’d described our story telling ethos at Butler Bros. which to him sounded a lot like the following wikipedia entry:
Neorealism is characterized by a general atmosphere of authenticity. Andre Bazin, a French film theorist and critic, argued that neorealism portrays: truth, naturalness, authenticity, and is a cinema of duration. The necessary characteristics of neo-realism in film include:
- a definite social context;
- a sense of historical actuality and immediacy;
- political commitment to progressive, even violent, social change;
- authentic on-location shooting as opposed to the artificial studio;
- a rejection of classical Hollywood acting styles; extensive use of non-professional actors as much as possible;
- a documentary style of cinematography.
Without knowing it really this is very close to how we’ve marketed Brand Films since 2002. The major difference really is the fact that there isn’t a script at all in our films. That and they aren’t violent. We curate questions that highlight a narrative we think we are likely to capture and believe will most compel our audience. True to the documentary ethos though we allow stories to unfold and remold our expectations – and our clients allow this too.
Having spent some time with Alex Bogusky in Boulder recently and sharing our work and POV with him, he coined the term “advermentary” to categorize it. I like this too. It’s very transparent in name. It’s all laid out. Advertising with a documentary ethos. For people and companies that are trying like hell to do things right, to create in a considered manner, and drive needed changes – non-fiction is nothing to be afraid off. More and more the world demands it. More and more companies begin with this notion instead of bolting it on later.
“Bicycle Thieves”, which I watched this weekend, did exactly what I hoped it would – it had me considering the heart and mind of the character, not the surrounding artifice. We believe that companies can achieve this same feat. It begins long before the cameras roll however – it begins with deep motivations held by the “actor”.
