Each year Saatchi & Saatchi screen the New Directors’ Showcase (NDS) at the Cannes Advertising Festival. This gives the advertising community a chance to see the work of up and coming talent and expose these directors to the people who may commission them. Members of Singapore’s creative and advertising community had the opportunity at an invite-only reception and screening at the Cathay Cinema on 10th December to see NDS. The work from the nineteenth directors was fresh, stimulating and highly creative. As it is becoming increasingly difficult to capture the attention of the consumers, agencies must look at new ways to communicate visually and this showcase must have sent some wheels turning in the brains of the audience. The content was a mix of short films, commercials, music promos and just explorations of techniques. One should applaud Saatchi & Saatchi for generously sharing these cinematic gymnasts with the rest of the creative community in Singapore. Also one should appreciate the sponsors who make such an event possible. In this case, Singapore Film Society, Big Blue Production, Gaia Films/Alice VFX, Chamni’s Eye, The Gunnery, 88Storey Films and Procolor.
“The New Directors’ Showcase highlights the cutting edge of creativity in our business, and the ability to bring it to Singapore is very special,” said Chris Foster, Chairman and CEO of Saatchi & Saatchi Asia-Pacific. “In the Asia-Pacific region we need to create more opportunities to nurture, share and develop creative talent because it is through this that world-changing ideas emerge.”
A Q&A panel followed the screening. Wee Li Lin of Bobbing Buoy Films, Ays Tan of Great Guns, John Lui from The Straits Times, and James Breeze of Objective Asia spoke briefly. Unfortunately, the time appeared to be limited so very little discussion on the work was heard or anything fresh on the influence of the Internet on film-making.
One can only hope that this Saatchi & Saatchi New Directors’ Showcase will become an annual event here in Singapore.