Can we consider it a tribute to Piero Manzoni?
SANTA MONICA, CA, November 17th, 2008 - It was a mid-November surprise for Zune when Sibling Rivalry released their new spec ad for the MP3 media device featuring an eclectic artist that launches paint onto a canvas using.....well, his rectum.
The video was written and directed by Sibling Rivalry, a directing duo that specializes in viral advertising. The siblings have directed viral ads for such brands as Samsung, Teleflora and Paramount, but haven't ventured into something quite as unique as this. "There's a certain aroma on the set that made us second guess the concept." says Sibling Rivalry co-director Amy Matsushima. "Shooting paint out an ass is a very stinky process- but compelling none the less."
The video was created to promote Zune and their artists' site, Zune-arts.net. Known for their celebration of emerging young artists, Zune supports sharing, connection, and discovery through collaborative artistic efforts.
"Our intention was to show that art can be a silly process. There's a lot of artists that take themselves seriously, and for good reason too, but I think both Amy and I don't see ourselves as artists on any level; and I think that gives us a unique perspective." says Sibling Rivalry co-director Joe Matsushima. "We see ourselves more as humor enthusiasts, and when we thought about doing something artistic, our minds went blank. We thought to ourselves, 'We can't do this! We can't be artists!' It was only when we found the core idea that we molded the artistic tonality of the piece from the ground up."
"I've always had a fascination with poop." Amy Matsushima explained. "The challenge here really was a question Joe and I asked ourselves: 'Can we make a commercial that tastefully turns poo into something beautiful and magnificent?' Although we ended up using paint, I think we accomplished this."
Both Joe and Amy Matsushima of Sibling Rivalry work at The Viral Factory - a niche advertising agency, as creatives, but are currently unsigned as directors seeking representation for commercial work. "We just haven't found a production company that's a right fit for us." Says Joe. "We feel like viral advertising is still an emerging media in the ad industry, and we're very offbeat from your typical contemporary director. We're just waiting for the right production company to come along that will help us find more fun projects."
"Viral is a very loaded word these days, and we're very careful not to sell our ideas as viral. Our intention is to make content that pushes, rather than pull an audience." Says Amy, "Hopefully the viewers online will find the spot compelling enough to pass it around themselves, without our involvement; therefore making it viral."
Creative Director: Sibling Rivalry - Production: Executive Producer: Joseph Matsushima and Amy Matsushima - Director: Sibling Rivalry - Producer: Alex Ferry - Director of Photography: Blair Madigan - Assistant Camera: David Solorzano - Editor: Nick Passick
Visit Sibling Rivalry at http://siblingrivalrytv.tumblr.com/
For a HD verision click here: http://vimeo.com/2273770
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