At the end of 2009, The 4Th Floor entered a pitch for Johnnie Walker's new commercial campaign. A well stated creative brief and guidelines, a very powerful voice-over and a very goose-bumpy poem. The rest was for us to put together : script, characters, locations, musical production. At the end our video was chosen as a winner along with 7 other videos.
We chose the following story :
"The concept behind the whole JW video was a pretty complex one, we tried to signal out the idea that more and more people nowadays don't (somehow) dare to dream of something great. In my opinion our society is shutting down the lights from time to time, that's why we sometimes flicker. Our Walker has been composed from glimpses of three "agressive" movies : Trainspotting, Fight Club and A Clockwork Orange. He's the blacked-out dandy 2009 rebel who still has a clear image about evolution. By still protecting that clear vision of a dream (that alter-ego represented by the guitar playing hobo) he is able to seek and chase the whole process (in spite of all the walls he's surrounded by) of re-lighting-up the lightbulb he needs to keep walking. In only a few words this would be our concept and it was mainly built up from personal past experiences, filtered out through musical concepts like Pink Floyd or The Doors, through literary filters like Kerouac, Jim Morrison, Burns, Rimbaud and others. This whole video is a small part of my way of never giving up on things."
Due to confidentiality matters, we're only able to show you footages from the video shooting, but soon to come we will provide the video. Keep walking and just enjoy thinking.
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