Photographer Adam Taylor directs latest spot for Refresh Eye Drops via Ward 6, Sydney

Award-winning international photographer Adam Taylor has recently taken up the challenge to direct a live-action shoot for client Refresh Eye Drops via agency Ward 6, Sydney.

Titled ‘Refresh Your Eyes’, the commercial coincides with the launch of a humorous print campaign, also shot by Taylor; who was crowned Advertising Photographer of the Year at the 2011 International Photography Awards.

WATCH THE SPOT

Filmed at a headland on the NSW south coast, to portray a distinctly Scottish atmosphere, the campaign follows the journey of a loyal dog running towards his master only to knock him to the ground, revealing the naked truth about what lies beneath a Scotsman’s kilt.

The idea focuses on the fact that in a lifetime your eyes see over 25 billion images, but there are some you don’t want to see.

Says Taylor: “We constructed a mood that initially draws you in with the pretence of a warm connection between hound and master only to unexpectedly reveal ‘all’ in the final awkward moment.

“The experience of directing the campaign from the very onset — working with the storyboard artist, scouting with the DOP, directing on the shoot day, through to post production, edit, grade and voice over — was all a really satisfying experience.”

The key challenges Taylor faced included how to logistically combine the TVC and print shoot on the one day along with translating the dynamic action of the shoot into a single print shot that also revealed the talent’s unmentionables.

Says Taylor: “Directing motion is a liberating experience in that it allows you to focus your attention wholeheartedly on the creative idea. The vision for bringing it to life is not encumbered by holding the camera; an action that inevitably leaves you juggling both technical as well as creative responsibilities.”

Working alongside stills producer Mark Risso-Gill (and his 20 years of TVC production expertise) Taylor says was an integral element to the success of the project. Collaborating with Ward 6 was also a truly rewarding experience.

Says Taylor: “Ward 6 is a very talented agency. We respect each other’s work and we are comfortable to challenge and push the brief until we have the best result possible.”

Grant Foster, creative director of Ward 6, confirms Taylor did a great job on Refresh campaign.

Says Foster: “It was a long day and he had to adapt to all weather conditions. Throw in a dog and he certainly showed patience and a great sense of humour.”

Agency: Ward 6

Stylist: Ali Griffith