Y&R, Sony Debut Digital Showcase

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Ananda: Dali meets Bollywood.
Tuesday night in New York, Young & Rubicam and client Sony debuted Dreams '03 at the Ziegfeld Theatre. Like last year's inaugural showcase, this year's paired Sony's 24P Cinealta digital camera with prominent commercials directors, who were each asked to produce an original short less than four minutes long. The directors were also given a theme this year -- "Joy" -- to interpret anyway they saw fit.

The interpretations ran the gamut, from The Directors Bureau's Melodie McDaniel's parody of home shopping television to an adapation of a play by Alan Ball (Six Feet Under, American Beauty) from MJZ's Rocky Morton; from a brutal noir vignette by @radical.media's Jeff Darling to a slice of outback life from fellow Australian David Denneen. Biscuit's Noam Murro delivered a slight, documentary-style clip featuring a woman being reunited with her family on the U.S.-Mexican border, while Spanish director Nacho Gayan created a slice of erotica about a chambermaid who can sense the aftermath of joy. Bryan Buckley's film, Krug, centered around a boy who goes to school dressed as a clown, thinking it's Halloween, but he's got the day wrong. Based on a true story Buckley says he's always wanted to film, the director says there's a seven minute version that he hopes to enter in festivals.

The most eye-popping film, however, came from Mike Smith of Vinton Studios. Ananda -- accurately described in the program as "Dali meets Bollywood" -- is a psychedelic tour de force of animation techniques, and one the crowd was still buzzing about at the reception that followed the screening.

From here, Dreams '03 hits the road, according to Y&R head of production Ken Yagoda, with screenings slated for March 25 in Chicago and April 2 in Los Angeles. The showcase will also be screened at the International Advertising Festival in Cannes this June.

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