Photoplay’s Sarah Adamson has a distinctive directing style. She creates an on-set atmosphere that triggers authentic performances where people are so relaxed in front of the camera that they can just be themselves and let all the silliness spill out. That plays perfectly into what Allen’s lollies are about.
Study hubs are transformed into sweaty clubs. A kid’s party slump ’n’ grind becomes a (parent-friendly) bump ’n’ grind. Seriousness takes a back seat as Adamson demonstrates how the child within reigns supreme when a bag of Allen’s Lollies is brought to the table.
Her exuberant visual aesthetic and sense of fun can’t help but be absorbed by viewers in this newest campaign for VML Sydney and Allen’s. The two fast-paced commercials are 100% joy, 100% energy and genuine personality with a cool hip-hop underpinning that takes lollies from kid food to adult enjoyment.
Credits:
Client: Nestlé [Allen’s]
Creative Agency: VML Sydney
Group Executive Creative Director: Stu Turner
Senior Copywriter: Shaun McMahon
Senior Art Director: Cameron McDonald
Production Company: Photoplay
Director: Sarah Adamson
Executive Producer & Producer: Emma Thompson
1st AD: Naomi Enfield
DOP: Aaron McLisky
Production Designer: Ruth Levi
Costume Stylist: Nicki Colbran
Makeup & Hair Artist: Mat Hornby
Choreographer: Vanessa Marian
Casting: i4 Casting
Post Production: Heckler
Offline Editor: Stewart Arnott
Colourist: Alina Bermingham
Post Producer: Amy Jarman
Adamson’s original directing style and natural exuberance also gave McDonald’s February meal deal a Gen Z buzz:
