Jonathon Glazer case study :)

Jonathan Glazer started in advertising becoming renowned for his directing techniques. His most famous adverts were for Guinness and Stella Artois which both included traditional conventions which are evident throughout his work. Some reoccurring motifs of Glazer’s are; the use of monochrome throughout the shots, the use of male torsos, all of his shots are cinematic and all have high production values. For example in the “surfer” advert for Guinness males are shown surfing with no tops on, in monochrome and the advert is very cinematic, which if any shot is paused looks great. Glazer then moved on to directing music videos. Amongst his well known music videos are; Karma Police by Radiohead, Cosmo girl and Virtual insanity by Jamiroquai, with the latter winning him MTV director of the year in 1997. R.O.A.D productions really like the originality in all of his work and hope to add our own original creativity to our media production. Some of Glazers conventions we hope to use in our music video. One technique is slow motion. In an advert for VW, the whole advertisement is played in slow motion which adds emphasis on the images being shown which we hope to use in the fight scenes between the hero and the invader, to give the audience the full effect of the fighting. The majority of his work is concept based such as Virtual insanity and Karma Police, and we are hoping to follow this route of a concept based video for our production. In Karma Police, Glazer also uses the notion of looking throughout his film, with the audience gaining the perspective of a person in a car driving after someone. We are going to include point of view shits within our production to give that voyeuristic feel. This fits into the concept of a villain hiding from the hero, always feeling the need to watch over their shoulder.Im going to put the Guinness surfer advert onto this post so you can get a sense of Jonathon Glazer's style :)




Danni