In Xu Xin's mind, there are only two things to pay attention to when shooting advertisements.

One is that the story is stronger than the product, so the product is presented through the story.

The other way is when the product is stronger than the story, then use a visual experience that is more impressive to the audience to make the audience remember the product.

Although strictly speaking, he has only filmed one commercial. Judging by the standards of the industry, a director who has only filmed one commercial may not even be considered a fart.

But...it can't stand up to his advertising fire.

In 2011, after the XC90 advertisement came out, the data disclosed by Volvo on the Internet showed that both test drive invitations and consultation topics increased by more than 10%.

Even the final global transaction volume increased in all aspects.

The only big move made by Volvo that year was to film an advertisement in Hollywood.

The theme of "The Matrix" and the XC90 shuttled among the explosions, but the inside of the car was a scene that echoed the grand symphony and safety. In that year, I don't know how many people wanted to buy a car but didn't know how to choose.

.

The most important thing is that apart from being expensive to repair, Volvo is really cost-effective in other aspects.

And now it is the second of his three advertising contracts. Whether this advertisement can continue the glory of XC90... Xu Xin himself does not know.

But as a director, there is only one thing he can be clear about.

That is, the picture in his mind really has an aesthetic feeling of strength and stability.

That night, when he arrived at the hotel in Shengjing City, he had no time to look at the Apple headquarters in the distance... although he was also curious about the building designed in a circle.

But if you want to come to that kind of place, you don’t just have to visit it if you want to… I’ll talk about it later when I have the chance.

In the evening, he just called all the crew members together, and while everyone was having dinner, they started talking about the idea of ​​the entire advertising shooting plan.

Contains a range of data.

Tomorrow, Jean-Claude Van Damme will come over.

Mainly to test how far this guy's crotch can be split.

After determining the length, the crew also draws a marking line on the track so that the stunt drivers can walk along this line to ensure that the car does not go off track.

Then there are the flight routes, safety device practices, etc.

There is no budget for this advertisement.

In other words, Xu Xin doesn't have to worry about the budget.

Peter Evenson, who has been with him all the way here, is in charge.

Whether it's staff wages or the job of restoring the airport runway paint when the time comes, Xu Xin doesn't have to worry about anything. He only needs to be responsible for filming the advertisement.

save time and energy.

And this group of people are all acquaintances, and there have been no changes in the team members who followed Xu Xin after shooting the XC90 last time.

Everyone also knew the director's ability, so they didn't show any impatience.

A dinner party with food, wine and work was held until almost 9 o'clock in the evening, and it was finally over.

At the same time, Simon Reyes, as the team leader, also announced Xu Xin’s order.

Arrive at the airport at 5 o'clock tomorrow morning, wait for dawn, and look for light.

Including stunt driver training, etc.

No one has an opinion.

Going early means leaving get off work early.

Just do it.

After returning to the hotel room, he just informed his wife that she was safe, then couldn't bear the exhaustion caused by jet lag and fell asleep in a hurry.

At 4 o'clock in the morning on the 28th in Los Angeles, he was woken up by Su Meng's knock on the door.

When I went to the bathroom, I received a message from Yang Mi:

"We're ready to go, see you in Los Angeles."

Apparently, the Chinese promotional activities for "Pacific Rim" have come to an end. The Mexican premiere is on July 1st, and she has to rush back to participate.

"Okay, I just woke up and got up to work."

After sending it, he washed his face, brushed his teeth, and got ready to start work.

…

It's past 5 o'clock in Los Angeles, it's not particularly bright, and the rising sun can already be seen faintly.

The crew is busy working nervously.

They first made a dummy based on the height of the reversing mirrors of two Volvo FH trucks.

The dummies were all selected according to Jean-Claude Van Damme's height of 180cm, and were fixed on a shelf facing the rising sun.

Opposite it is a fixed camera.

The camera transmits the facial status of the dummy to the monitor in front of Xu Xin anytime and anywhere.

Xu Xin's most important task today is to stare at the dummy before the sun rises completely to find the most suitable and beautiful "moment" to prepare for future shooting.

Peter Evenson and four Volvo engineers were adjusting the electronic equipment of the two FH trucks.

With computer control, this aspect is better. The stunt driver does not need to deliberately control the speed of the vehicle, he only needs to control the steering wheel. At that time, the speed of both trucks will be accurately controlled by the computer to ensure smooth driving.

Others, according to Xu Xin's request, fixed the camera on the pickup truck and started doing some regular route shooting, so that he could decide what kind of shooting route to take.

Everything is going on in an orderly manner.

Most of Xu Xin's attention was focused on the monitor facing the dummy.

It started at dawn around 5 o'clock, and he kept watching until 6 o'clock, 7 o'clock, and finally when the time came to 8 o'clock, he saw that due to the angle, the sunlight hit the side of the dummy's face, causing the entire facial features of the dummy to change.

The picture becomes three-dimensional and profound, and it directly calls out Simon Reyes.

After the other party came over, Xu Xin pointed at the screen:

"Simon, prime time starts now."

"OK."

The bearded man nodded slightly and raised his arm, which had a few more tattoos than the last time they met.

8:02.

The morning sun shines through the clouds.

The picture shows a touch of golden light texture.

At this moment, he could more or less understand what Xu said about giving Jean-Claude Van Damme a picture quality like that of the sun god Helios.

"Peter, come here too."

Xu Xin called over Peter Evanson, who had already adjusted the technical parameters of the two trucks and was about to test the safety devices with a stuntman.

As the head of the advertising department in North America, Peter Evanson is naturally not an idiot who doesn't know anything.

On the contrary, Volvo can compete with Scania and Mercedes-Benz in North America, and the contribution of the advertising department cannot be underestimated.

Every year, advertising for car companies is a top priority.

He can sit in this position, so he is certainly not an ordinary person.

And the moment he saw the dummy in the picture, he immediately and unconsciously let out a low cry:

"Wow."

Xu Xin was instantly happy:

"Is it OK?"

"It looks really good."

"It started at 8:03, and then we have to see how long it can last, or whether it will get better."

Following Xu Xin's words, Peter Evenson nodded:

"Yes, I can even imagine what it would be like when the sun hits VD (Change Van Damme)'s face. It's very good, Xu, it's surprising."

Regardless of whether it's true or false, at least the other person expressed his or her point of view.

After waiting for about half an hour, Xu Xin looked at the sun that had completely risen and left the horizon, and shook his head helplessly:

"I think the most beautiful time period in the morning is from 8:03 to 8:35. And the period that best meets my aesthetic standards is from 03 to 20."

Simon Reyes nodded in agreement, but he also expressed his own opinion:

"I think it starts from 10 minutes and ends at 25 minutes. Because they look brighter in the camera."

"Indeed, but sometimes not all freeze-frame pictures are brighter, the better. Simon, just the right amount of darkness can appear more solemn and reflect a kind of sacred beauty. Roland Savy, Raymond, do you know who he is?"

After hearing Xu Xin's words, Simon Reyes looked thoughtful.

Then he shook his head slightly:
To be continued...