The TVC featuring John Abraham is conceived by Adk Fortune and executed by Future East; watch the TVC here.
Neha S | Delhi | May 20, 2011
Yamaha has rolled out a new campaign to mark the launch of the new color variants of its popular motorcycle the Yamaha FZ. The campaign including a TVC is initially conceived by Adk Fortune and executed by boutique production house Future East. It has been directed by Andrew Hardaway, who is internationally known for post-producing movies like 'Star Wars' and 'Men in Black'.
Boutique film production company Future East has created the new TV commercial for Yamaha FZ featuring John Abraham based on a concept by ADK Fortune.
The Yamaha FZ is a popular motorcycle among bikers in India. With the company set to launch new colour variants for the product, the brand needed to create a communication that was clutter breaking while retaining the brand profile for the motorcycle.
The TVC features Yamaha brand ambassador, John Abraham in three distinct personas. Each persona comes across a different variant of the bike that he likes and wants to ride. However, the bikes display a mind of their own and refuse to be ridden. Ultimately, it is the bikes which choose their own riders.
Future East has commissioned internationally acclaimed director Andrew Hardaway to shoot the commercial. The ad was lensed by award-winning cinematographer Maher Maleh who has been involved with classic campaigns for Honda and Toyota. The execution of the concept was dependent on ensuring that computer graphics blend in seamlessly with the shots of John to create the interaction between man and machine.
Ashim Ahluwalia, Founder / Director, Future East says, "For the Yamaha FZ commercial, we put together some great talent including director Andrew Hardaway who has worked with diverse directors like David Fincher, John Frankenheimer and Ang Lee as well as post produced films with ILM such as 'Star Wars' & 'Men in Black'. More importantly for us, he's a great guy and on the same wavelength as the rest of us at Future East. The photo-realistic Yamaha bikes were created at UPP in Prague, known for their work with directors like Francis Ford Coppola & Paul Thomas Anderson.
As a director-led company (as opposed to a producer-led one), Future East has always focused its energies on the creative and visually-challenging aspects of film-making rather than having a purely logistical outlook. This means more sensitive production support for the director, a closer relationship with key agency creatives and a more open, collaborative approach."
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