Caviar is a fine example of a traditional production company that has been able to expand into new areas, including virals and branded content, with creative work that stands out in its own right. An example was director Amir Farhang's American Greetings viral "The World's Toughest Job." The film set up online interviews for a fictional job -- following the job description of what a Mom does, day in day out. It has been credited with increasing orders by 20% at American Greetings' Cardstore and has been viewed 24.5 million times on YouTube. It took awards including The Grand Effie and a One Show Gold Pencil in the Branded Entertainment Short Form category.
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.