'Feel The Reel' In Asia

Saatchi & Saatchi brings its legendary New Directors’ Showcase to Spikes Asia for the first time.

Saatchi & Saatchi bought the highly-anticipated New Directors’ Showcase to audiences in Asia for the first time at the Spikes Asia Festival of Creativity last night. The showcase reel, which premiered at the Cannes Lions International Festival of Creativity in June, featured films specially selected by Saatchi & Saatchi’s Worldwide Creative Board and highlights some of the most exciting new global directorial talent.

“We’re excited to be able to share the experience of the New Directors’ Showcase with the creative community at Spikes Asia,” said Shannon Cullum, CEO of Saatchi & Saatchi Singapore, Malaysia and Indonesia. “The theme this year - #feelthereel - was a great experiment in the power of emotion, film and technology.”

The New Directors’ Showcase has been an important part of the creative industry calendar since 1991 and can be seen as a barometer of film tastes throughout the world. This year’s reel featured 19 films by 18 directors from all over the world, and includes viral hits such as Tatia Pilieva's erotic 'First Kiss' and Alberto Belli's spoof HBO trailer 'It's Not Porn'.

Andy Gulliman, Saatchi & Saatchi Worldwide Film and Content Director and curator of the reel said, “The main thing that we look for is the individual talent to deliver a film that sustains our creative heritage. We want to be inspired by work that could not be as easily done by somebody else. It is about the way the director has executed the idea more than just the idea itself.”

The premiere at Cannes saw the use of wearable technology to measure the audience’s emotional responses to the films shown in real time.  Not surprisingly, films with humour or sex as the topic received the highest levels of emotional arousal. Interestingly, however, there was a wide range in reactions among the different audience members. For example, Emile Sornin’s funny ‘Grab Her’ music video for Disclosure had some audience members getting very agitated, while others remained completely unaffected.


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