Get Ready
Award: Yellow Pencil
Yellow Pencil / Film Advertising Crafts / Editing for Film Advertising / 2012
‘Get Ready’ launched the Fiat 500 in North America. The film features slick documentary-style footage of cranes, robotic arms and other factory machinery whose movements create a mechanical ballet. Editing techniques, such as split-screen action and cross cutting, emphasise the fast-paced energy of the spot. Director Mark Kudsi found inspiration in romantic comedies. Action intercuts between two characters preparing for a blind date with each other. Instead of ‘boy meets girl,’ it’s ‘driver meets car’. Set to Vivaldi’s ‘Concerto in D Major’, the track builds action within the spot.
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