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When we think of car commercials, we think of nice shots of a car at sunset, close-ups of features, and a basic voice over… right?
Well, Australian director Tallis Clarke has other ideas…
He shares with us, from his last campaign with Lexus,
“The truth is, if you’re calling me, you already know, you’re not going to get a typical car commercial…Before I pitch an idea like this, I ask if there is space for creative freedom, I feel out the client and they very rarely give a hard no.”
Looking through the commercial the first thing that stands out are the visuals, Tallis draws the viewer into a post-apocalyptic desert landscape. We see the lead character drawing out energy from a baron-earth, the only source of fuel that’s left. It ties in perfectly with the Lexus electric vehicle. The costumes, locations, and the way the film is put together is vast, yet intimate with an almost feature-film vibe to it.
This commercial shows us why Tallis Clarke is really coming up as one of the top in this space, always pushing boundaries and creating a reputation for himself that is anything but ‘normal’.
“I was working over in the Middle East where most of the car commercials come directly from the US and have no connection to local landscapes. I felt like they all, more or less, look the same and I made it my job to bring context to the viewer by making them [the cars] standout.”
With several top brands including Chevrolet, BMW and MINI already snatching him up for campaigns of their own, we are waiting in anticipation to experience more unique creations from Tallis.
