Other examples of non-traditional content included a prank by Gatorade, made by director Jody Hill, in which people were filmed buying the drink at a convenience store and being told, by the likes of Peyton Manning, they weren't sweaty enough to qualify. The lo-fi approach contrasted with the brand's usual big budget commercials.
Amongst traditional ads, Jeremy Konner struck the perfect note for the first U.S. work for Spotify, through David, with a series of spots recounting the moments when music syncs with your life. Swiss Director Karim Huu Do impressed with his work re-launching Adidas Originals through Johannes Leonardo; Ruben Fleischer directed a humorous mini-epic for Sony Playstation and 180 Amsterdam while Oscar-winning actor Adrien Brody directed stylish spots revisiting the Dodge brothers' boyhood, for Wieden & Kennedy, Portland.
But the best work wasn't all for big brands: Raf Reyntjens mixed K Pop with classical music in a great film promoting Belgian music festival B-Classic.
Caviar Digital's outstanding work this year included "Out of the Dark" for cycle wear brand Proviz. A mix of live action and interaction, the film followed a cyclist on his way home from work through the dark streets of London, but by clicking a button the viewer could see a different, safer, version of the same journey.
Besides all that, Caviar's first U.S. feature film, "The Diary of a Teenage Girl," has been busy winning plaudits at Sundance and festivals worldwide.