Commercial Director Spotlight: Adam Berg

We’ve been writing about Swedish commercial director Adam Berg‘s career for years now. Its amazing that its taken this long for Berg to land a Hollywood feature film. A couple years back, Berg was rumored to be in line for Fox’s adaptation of Marvel’s Deadpool, and today it was revealed that Universal hired Berg to direct a remake of David Cronenberg‘s classic Videodrome. But lets not talk about the films, lets take a look back at his commercial work. If you know it or not, you’ve certainly seen some of his work. But he is one of the best commercial directors working today, and consistently able to lift marketing to a higher level of art while trying new things we’ve never seen before.
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I try to be open-minded about remakes, and maybe, somehow, I’ll get around to being slightly more open-minded about this one. But for the time being, the idea of Ehren Kruger scripting a remake of David Cronenberg‘s Videodrome for commercial director Adam Berg pretty much sucks from every angle. That’s the Ehren Kruger who wrote the last two Transformers movies, and is scripting the fourth, by the way.

Berg’s biggest calling card to date is a Phillips commercial tracking through a frozen moment in a cops and robbers shootout. See that below. A nice little piece of film, to be sure, but there was never a point during the commercial’s runtime where I thought “let this guy play with one of the most unique pieces of filmed science fiction.” But Universal has been convinced to do just that, following through on the remake idea none of us ever figured would actually happen. “Death to Videodrome,” indeed. (Serious gore at that link.)

Read a bit more about the plans for the Videodrome remake below.

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Has ‘Deadpool’ Found a New Director in Adam Berg?

Last year, we posted a 2-minute short film/advertisement called Carousel from a little-known Swedish music video director named Adam Berg. The response to it was wildly enthusiastic, and for good reason: it’s a stunning piece of filmmaking, beautifully capturing a single frozen moment in time as one continuous tracking shot allows a bank heist narrative to unfold.

Is one brilliant commercial spot enough to entrust a man with a major theatrical release? Well, all directors have to start somewhere, and for Adam Berg, Deadpool may just be the project that allows him to break into studio features. Learn more after the break. Read More »

On /Film, we like to profile commercial filmmakers who might have a future on the big screen. You might remember Adam Berg, as he was the filmmaker behing Philips’ 2 minute short film Carousel (the Dark Knight inspired clown robbery shown over one single frozen moment of time). The 139-second advertisement won the prestigious Film Grand Prix at the Cannes Lions International Advertising Festival. The 38-year-old Swedish music video director has helmed many of the videos for his brother Joakim Berg’s musical group Kent, as well as other musical artists. OneCoolThingADay tips me off to Berg’s latest commercial, a spot for Dulux Walls.

Let’s Colour is a worldwide initiative to transform grey spaces with colourful paint. This 2 minute global film was shot by multi-award winning director Adam Berg over four weeks in Brazil, France, London and India. Every location is real and they remain transformed by a palette consisting of 120 different colours. The people in the film are not actors, they are real people who rolled up their sleeves to transform their community with colour.

The commercial was released earlier this summer. If you haven’t yet seen it, hit the jump.
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Directed by Adam Berg, Carousel is a 2 minute 19 second short film sponsored by Philips. The film offers an exploration into one single frozen moment of time in a robbery gone wrong in one Hard Boiled-inspired continuous tracking shot. The story line is obviously taking a cue from Christopher Nolan’s The Dark Knight, featuring a swat team who has moved in to a decimated hospital, entering into a shootout with a bunch of robbers wearing sinister clown masks. Around 90 per cent of the footage and stunts were captured in camera.

Created entirely by Stink Digital, this new interactive campaign promotes Philips’ latest entrant into the television market, the CINEMA 21:9. Berg conceived it to work as an endless loop. Visitors to the microsite therefore have the option to ‘spin’ through the film’s single take shot repeatedly, to stop on a specific frame, or to watch it at the preordained speed. The film also contains embedded hotspots, which, when triggered, transport the viewer seamlessly from the heavily posted film to a behind-the-scenes version of the same shot. Check out the short film, embedded after the jump.

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