Cannes 2014 Roundup 3 - The Saatchi&Saatchi NDS

If there's one thing the Cannes International Festival of Creativity isn't short of it's … er … creativity, and nothing exhibits the imaginative recesses of the human mind quite as well as Saatchi & Saatchi's annual New Directors' Showcase. Consistently spotting talent before they've hit big, the show, now in its 24th year, kicked off with a live theatrical experience that coupled emotion with technology.

In a world first, the 2,300 people in the Palais audience donned a sensory wristband using a brand new emotional technology platform 'XOX' created by Studio XO - a groundbreaking fashion technology company represented by Juliette Larthe of Global Creative Production Agency PRETTYBIRD. The XOX, when worn, captured the emotion of the wearer via the sensors on the back of the wristband, with the information captured projected back at them through data visualization.



As described by Tom Eslinger, Worldwide Mobile and Social Director, before the event: "Aside from a fantastic collection of directing talent, the wearable technology lets the audience co-create the event for the first time simply by watching. The theme, and what will be created by the audience and technology also fit beautifully with our business and filling the world with Lovemarks."

"Mobile, and particularly wearables, is a focus for Saatchi & Saatchi Worldwide – we published my book Mobile Magic this year and have created mobile ideas for clients for over 10 years. The NDS allows us to test and learn at scale, while creating the most fun and visual live user test ever. The panels and people at Cannes will be talking about wearables and mobile and social and UGC and co-creation: we will be combining that all together in a very cool live event."



But enough of the gadgetry, what about the films? The selection showcased the NDS' standard eclectic mix of music videos, animated shorts, humour, erotica, surrealism and the grotesque. With the directors on the reel hailing from Denmark, France, Germany, Israel, Italy, Switzerland, the UK and the USA, the diverse look and feel of the films (with emotions ranging from tears to belly-laughs) meant for a rollercoaster of sensations.

The full list of films shown is at the bottom of this article, but here are five picks that caught our eye:

Alberto Belli - It's Not Porn


You see far fewer spec spots on reels nowadays, but when they're as smart and funny as this one you can understand why they make the list. We won't ruin the gag for you here, but as long as you're not playing this out-loud in the office you're in for a red-cheeked chuckle!

Vania Heymann - Bob Dylan 'Like A Rolling Stone'


We were massive fans of this interactive music video when it came out late last year (check out our interview here), but the passive version still proves a hugely enjoyable treat. It probably helps that the song is an all-time classic, but the incredible way the lines are slipped into the mouths of innocuous performers marks this piece out as one of the year's pleasures.

Tarik Abdel-Gawad - Box


Anyone who has attended one of our Presents nights over the past 2 years will have seen this incredible demo film for mechanical-arm-maestros Bot & Dolly. Utilising projection mapping and precision camera-placement, the film incredibly captures a magical series of optical illusions, all captured in-camera. Magic indeed!

Kyra & Constantin - Rollin' Wild


Laugh-for-laugh, 'Rollin' Wild' won the NDS this year. The series of sketches depict the spherical beasts of the Serengeti struggling with their rather rotund frames. The simple concept is elevated by some fantastic animation, not only in the detailing of the characters themselves, but also in the perfectly-observed personalities of the cast of critters.

Ainslie Henderson - Moving On


Between the gasps and guffaws peppering a lot of the NDS content lay this delicate joy of a promo from animator Ainslie Henderson. Utilising a crafty stop-motion style, the film seemingly begins as a exercise in home-made splendour, yet, as the themes of the piece are explored in more depth, progresses to one of the most emotionally charged films of the selection. Was it just us, or did the auditorium get a bit dusty during this one *sniff* *sob*.



Full list of films:

Tarik Abdel-Gawad - Box
Alvise Avati - Beans
Alberto Belli - It's Not Porn
Simon Bonde & Peder - Ghost of a Smile
Ian & Cooper - Joel Compass 'Back To Me'
Josh Cole - Rudimental 'Not Giving In'
Tripp Crosby - Conference Call in Real Life
Ainslie Henderson - Moving On
Vania Heymann - Walking Contest
Vania Heymann - Bob Dylan 'Like A Rolling Stone'
Kyra & Constantin - Rollin' Wild
Ed Morris - Cybersmile #dontretaliate
Tatia Pilieva - First Kiss
Donato Sansone - GrotesquePhotobooth
Emile Sornin - Disclosure 'Grab Her'
Kibwe Tavares - Jonah
The Sacred Egg - Breach 'Jack'
Truman & Cooper - Kid Wise 'Hope'
Us - The Sunday Times 'Icons'

If you'd like to see the content on the big screen, the Saatchi & Saatchi NDS is staging events in Milan, New York and Shanghai and, on Thursday 3rd July, there will be a screening of the Showreel in the Barbican cinema, London, followed by a panel discussion chaired by the reel's curator Andy Gulliman. You can pick up tickets here.