Graham Fink, Ogilvy & Mather's chief creative
officer for greater China, made his name with ads including
Saatchi & Saatchi's classic 1989 "Face" commercial
for British Airways. He was taking a break from advertising to
direct when he was asked to shoot a music video for the Irish
singer -- "A lovely lady," he said.
Enya's team played him the track, "and even before I had the
idea, it seemed the most important thing was, what was Enya going
to wear?" he said. "It was more important than the concept or
Mr. Fink interpreted the song ("Who can say where the road goes,
/ Where the day flows? / Only time") as being about the seasons.
Because Enya lived in a castle (Dublin's Manderley Castle, which she purchased in 1997) he set
the video in one. But he brought the "weather" indoors, rain and
autumn leaves included.
"We collected thousands of leaves from some of the parks in
London … and as we were firing all these leaves at her I
remember I was really worried that perhaps we'd picked up some dog
shit too, and I just had these visions of Enya getting covered in
dog shit," he said. "Thankfully that never happened."
Mr. Fink wanted Enya to move around in the video, a challenge
since she was given to just staying still. He didn't tell her ahead
of time that she was going to get rained on in the spring sequence.
But she went with it, and she moved around, too.
"And of course her dress -- the one we'd spent all these hours
and hours on -- got completely soaked," said Mr. Fink, who later
directed another Enya video.
So what does Mr. Fink, who won a Cannes Grand Prix in 2012 for
#CokeHands campaign, think of "The Epic Split?"
"I'm sure it will win a Grand Prix in Cannes -- it's a bit of a
no-brainer," said Mr. Fink, who just worked on a buzzed-about
Coca-Cola upcycling campaign (with bottle caps that can transform
empty bottles into
paintbrushes, barbells and toys.)
The Volvo Trucks ad "is just incredibly simple, and it's
surprising," he said. "And I really wish I had done it."