Reasons, seasons, lifetimes

Who ever said that dreams may never come true, got the whole point wrong. Does dreaming turn you into a floating-above-the-ground type of breather ? Judging by The 4Th Floor's and the rest of the creative minds field of work, we are actually boosting up the "make.believe" process. What is "make.believe" ? It's Sony's "Color like no other" follow-up campaign. I bet you all remember the Bravia commercials with the bouncing balls on the streets of San Francisco or the "color-exploding-buildings". 

Recently, The 4Th Floor had the honor of creating a commercial draft proposal for Sony's "make.believe" campaign in a pitch held by Eyeka. 

After long brainstorming sessions and several brief analysis, we chose the "Color Hunter" concept for our video and this would be the long story short : 

"This is a story about a passionate painter. To keep the passion alive, the painter allows herself an imaginative journey to seek inspiration and the right colors every time she is planning to begin a new painting. Her journey starts in front of a blank painting and then continues "inside" it. Everything around her is full of color, but not any color is the right one for a certain painting. The chosen colors she is "hunting" for are the RGBs. After finding the right colors she comes back in the reality she started from : in front of the painting, and then she begins her new masterpiece by contouring the first spot : a green dot (the metaphor of the activation of her insightful imaginative trip and also the Sony dot that makes real the dreams you believe in).  Shot with Sony cameras. Actors : Anda & Cristian. Script by The 4Th Floor, Editing & Production by The 4Th Floor and Istvan Nonn, Music : "Marbri" by Marius Pop (free of rights), Musical arrangements by : The 4Th Floor and Marius Pop"

...and here is the result we are so proud of, in spite of the harsh weather conditions and the short deadline. It was worth it all the way. Until next time, just enjoy thinking about your dreams :)

Trippin' through thoughts

Every once in a while I bump into those vocabulary words that try to illustrate the business world. While passing on the street or waiting in a coffee shop for the waiter to milk a cow and bring it to the table along with the espresso, I keep hearing these buzz-words : corporate this, corporate that, f..k corporate, hail corporate. I still don't know what's so special about this word, or is it already a lovemark and I keep swimming into the ocean of ignorance I dive in from time to time ? Is it me, or does this seem like a friendly arcade flipper game ? Everywhere you turn, everyone you meet, how you breathe, how you think and how you feel, is somehow related to this word. Is this becoming the shadow of this nation perhaps ? Hell no, I don't want another identity. Now you might say, what's this idiot thinking ? He's an active creative freelancer, he runs a small business...he is part of the corporate environment and he says this word does not define him. Well, for those of you who will say that, I have to state that this word is not an alter-ego. It's another reason to be ironic, it's another reason to split doing / making stuff with passion, from having to do / make things with "passion" (and for this quotation please feel free to find matching words). 

Well, the reason I'm writing today about this "corporate" word, is due to Radu Afrim's play "Jocul de-a vacanta" and a particular song that keeps popping into my head every single time I hear the word "corporate". According to my fellow psychologists this could be translated as a Pavlovian reflex. But why this connection ? I guess it's caused by the extremely well chosen song lyrics that in an acid symmetry howl : "vivat corporatia". Every single time I hear this, somehow, communist targeted anthem, I realize the reason why "corporate geniuses" like Richard Branson or Steve Jobs created brands like Virgin or Apple, and were not born under the protective communist wings, they were not fed iodine pills after the Csernobil incidents and so on. I really wonder if in a normal, hard working, non-paranoid society, our people (understand it as you like) would have been able to come up with the true meaning of the word "corporate". Even if I will not kill my dream to remain in the advertising industry, for sure I won't be carrying a "corporate" badge tied to my Jaguar car key. What are the odds of seeing me carry a "The 4Th Floor" or "Just Enjoy Thinking" badge tied to my Mr. Bean vintage Morris edition car key ?  I would be honored to read some comments from you sometime and also on Radu Afrim's song which I invite you to digest while getting ready for a new day at the office :) Just enjoy thinking, as I always say 

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