Humour is especially powerful in categories where it is never found. Human humour even more so. Nile Coffee Club’s relatable human humour is built into a story about the morning after, Good Enough to Fight For. There’s no moody romance metaphor, nor the traditional coffee “enjoyment” scene – and the story comes from, and feels like, real life, enhanced a tad by the drama of Vivaldi’s violins.
The concept for the campaign was born from a joke between Revolver Films director, Myles, and brand co-founder, Sandrine Somé – old friends from film school – that the only thing that can get people up the morning after a party is a coffee or a food delivery. Drawn to elevated chaos, Myles took this prompt and ran with it, finding humour in the balance between light-hearted fun and orchestral, choreographed drama.
During the shoot, Myles worked with DOP Shady Hanna, whose work he had long admired for its attention to composition and detail. Both drawn to theatrical blocking, their way of working knitted together seamless on set. In post, the vision was elevated by editor, Leah Lalich, with whom Myles has collaborated for over five years.
Myles commented, “This project really reflects where I’m at artistically. I love taking everyday moments and cranking the intensity to one hundred. I’m inspired by nostalgia and think the commercials of the early 2000s really got it right. Everything had a campy feel to it. I wanted this spot to feel like it could play on a Saturday morning while you’re making breakfast.”
Leah Lalich, editor at Nimiopere, added, “When I read Myle’s script and concept, I loved the idea of a bunch of bored hot people needing coffee. There wasn’t dialogue or VO, so I approached the edit almost like a silent film. The edit comes from this energetic place that we were able to have a lot of fun with. We knew that the music needed to serve the narrative, so we tried a lot of different approaches – as soon as we went classical we immediately knew that was the right direction. Sound and music definitely were my favourite characters in the spot because they were always informing where we went next and giving us these interesting moments of discovery.”
Credits:
Executive Producers: Luc Frappier, Richard Cureton, Don Allan
Producer: Lisa Kannakko
Production Company: Revolver Films
Director: Myles
Editor: Leah Lalich (Nimiopere)
Cinematographer: Shady Hanna (Mantl)
Production Designer: Dialla Kawar (Mantl)
Colourist: Jordan Benegbi (The Vanity FX)
Sound Designer: Jaiden Davis Jones
Sound Mix: Jaiden Davis Jones and Ian Mcgettigan
Wardrobe Stylist: Rachel Anderson
Hair & Makeup: Brodine Rochelle
Client: Nile Coffee Club
Founders: Sandrine Somé, Taher Elsheikh, Jahmal Padmore
