The Saatchi & Saatchi New Directors’ Showcase is always a big draw at Cannes Lions, having established a reputation for mixing great films with a live event steeped in showmanship. This year didn’t disappoint, with the audience presented with a piece of wearable tech which monitored their reactions to the films…
The S&S NDS is now in its 24th year, and in recent years has become known for featuring groundbreaking tech in its shows. In previous years we’ve seen flying robots and Paul Arden reincarnated via a live hologram, but this year the proceedings were more personal, with each audience member given a sensory wristband to wear, which monitored your heartbeat and changed colour depending on your emotional reaction to the films.
The wristband was created by fashion tech company Studio XO. As well as being fun to see how it changed colour during the event, it also collected the data of how audience members felt while watching the films, with this information projected at the end via data visualisation created by visual artists Marshmallow Laser Feast and Berlin-based collective Elektropastete. It was all very impressive – the only downside (aside from the mark that the tech left on my arm, which was still there days later) being that in all this monitoring it seemed that the audience’s heartrates didn’t rise an awful lot.
However, this is in no way a reflection on the work, which was great. While touted as a showcase for ‘new directors’, by the time Cannes rolls around, much of the work shown would likely be fairly familiar to many, but it’s a great opportunity to see a round-up of brilliant work, and proof that film remains intrinisic to the ad industry. Here is our pick of the ten best films on show:
It’s Not Porn, directed by Alberto Belli
Conference Call in Real Life by Tripp Crosby
Walking Contest by Vania Heymann
Grab Her, music video for Disclosure, directed by Emile Sornin
Rollin’ Wild (Zebra and Vulture), directed by Kyra & Constantin
Icons ad for The Sunday Times, directed by Us
Not Giving In music video for Rudimental, directed by Josh Cole
Hope, music video for Kid Wise, directed by Truman & Cooper
Jack, music video for Breach, directed by The Sacred Egg
Like A Rolling Stone, music video for Bob Dylan, directed by Vania Heymann (note: this work was originally an interactive piece, and works best in that format (see here for our original coverage on it), but is still fun as a film too)
To view the entire reel for this year, click here. If you missed it in Cannes, there are opportunities to view the S&S NDS later this year at events in Milan, New York, Shanghai, and London. The London show will be held at the Barbican on July 3, and will be followed by a panel discussion chaired by the reel’s curator, Andy Gulliman. To book tickets, click here.