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The Next Wave: Alexander Herzog, Trigger Happy

By Published on .

This 34-year-old German director has the uncanny ability to equally satisfy both client and creative director. Featured in Saatchi's New Directors Showcase, the most intriguing spot on his reel for ic! Berlin sunglasses keeps the product king. Throughout the entire commercial, a pair of shades remains fixed in the middle of the screen, appearing on faces, tops of heads and dangling from people's fingertips. Herzog's background as a Flame artist and DP, as well as his degree in visual communication from Berlin's University of the Arts, no doubt helped to achieve the spot's stylistic vibe. He also sports an ease with simple storytelling. One fixed-camera spot shows a Mercedes camper, apparently manned by an absent-minded driver, appear repeatedly at the same intersection, ultimately showing the payoff to having a sleeper vehicle.
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