Here at Penguin, we recently saw the above video, titled “The End of Publishing” at a meeting. It was presented by our global chairman, John Makinson, and everyone in the Online Department was instantly impressed (as was everyone else in the room). We asked around to find out who created the video, and we were finally directed to Zoe Uffindell of Khaki Films in the UK. Zoe was gracious enough to answer a few questions on the creation of the video via email:
Where did the idea come from?
DK Marketing in the UK had asked us to make a film for their conference in February, about how publishing would look in the future. We took inspiration from a film we had seen on YouTube called "The Lost Generation" and suggested this might work as a treatment for the DK film, which we called "The End of Publishing". "The Lost Generation" was inspired, along with some other similar reincarnations, by a film called "The Truth". This original film was an Argentinian political TV advertisement written by Ricardo Lopez for the Argentinian Political Party Recrear. It won the Silver Lion Award at the Cannes Film Festival in 2006.
Can you tell me how you approached the execution of the frontward/backward message?
We asked DK to give us a list of facts and statistics about publishing in 2010, and where they see it going in the future, and then our scriptwriter, Jason LaMotte took this information and wove the facts into the current script.
How difficult was it to achieve this effect?
It takes a creative professional writer, patience, and several days to achieve something like this - a bit like a huge jigsaw that you have to paint as well as put together! The voice-recording and editing of the text was a case of finding just the right voice, and pacing it right.
How long did it take to write (and can you mention any stumbling blocks or hurdles you encountered along the way)?
Close to 4 days by the time it was finished. The structure of the forwards and backwards message presented it's own unique challenges, and this was amplified by the fact that certain specific information had to be included. It was a delicate house of cards that could have fallen at any time as a result of the addition or removal of a single line of text.
Vejam o vídeo aqui.
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