In our first interview with this year’s crop of YDA champions, we catch up with AlexandLiane, who scooped 2nd prize in the European Broadcast category with their arty Footlocker spot I Am the Rules. We talk lighting, working with footballers and feeling like ghosts at Cannes…
Your “I Am The Rules” film plays with light, shadow and silhouette in a really interesting way- what were you trying to capture in the film?
Most of our work is based around lighting concepts. it’s always a priority for us as it influences perception in such an emotional and intangible way.We knew that well considered lighting would breathe drama into the (for the most part) static statement-portraits and at the same time reinforce the Nike colourway theme.
What was the biggest challenge behind this job?
Dealing with filming footballers. That was a real shocker and actually kind of hilarious too as we knew it was non-negotiable. Aside from that, finding studio spaces in London at short notice that are large enough. Its a problem we are coming across more and more. Can someone please build some more big studios!
When did you first meet and why do you work so well together?
We met at 13, went to college together at 16 and started dating at 19. We’ve always been like 2 kids playing “what if” and we kind of made a career out of it.
What inspires you?
Thats a question we get asked a lot and its an ‘all or nothing’ list really. If we had to say what was top of the list, it’s definitely the unexpected in real life. the absurd or magical momentsthat arise when random people or objects cross paths. Like mini confusion celebrations. You can’t bottle it but it does push the imagination.
Aside from your YDA film, what peice of work are you proudest of and why?
Some of our work has been live, one-off events which we are proud of but on screen, we are pretty proud of our work with the German band Deichkind. there was a lot of respect for our creativity and we encouraged to be ridiculous. Same with our Tiga video for “Shoes”.
What were your first thoughts when you found out your film had won?
“Oh Shit, we are not sitting next to each other and is the other one going to go up onstage. Now people here will be able to put a name to a face and we can’t wander around Cannes like ghosts observing.” We have spent most of our career being deliberately anonymous and exposing ourselves was quite a big step.
Whats the best piece of advice anyone has ever given you?
“No one knows anything”
Having scooped a prize at the YDA, what are your plans for the coming year?
We are reconsidering our global representation. Inventing a very exciting piece of tech and looking for investors, founding a creative agency for music related content, working with a well known artist on a shopping channel project , learning some new skills and hopefully doing some more ads.
