One of the first pieces of keenly-anticipated creative from Droga5’s Australian office will hit movie screens in August, with its work featured in the opening sequence of new Aussie horror flick Dying Breed.
Droga5 has worked on the new film from producers Omnilab and Ambience Entertainment to create the title sequence featuring a “blood tree” motif.
Droga5 Australia creative chairman David Nobay along with Ben Nott, creative director and founding partner of Droga5 US, worked on the opening credits of the film along with the marketing, advertising and promotion for the film due to release on August 14.
The film titles will give the ad industry one of the first looks at what Droga5’s Australian office can produce. The start-up, headed by former Saatchi & Saatchi executive creative director Nobay, pulled off a coup in January when it was handed Foster’s prized VB account. Its first ad work for VB could air before the film premiere in August.
Droga5 has been involved in Dying Breed from the early stages.
“Omnilab came to us while they were still filming, which is why we were interested in working on it,” said Nobay. “This was something of an experiment and turned out to be a powerful partnership.”
Michael Boughen, producer and co-writer of Dying Breed – a Tasmanian tale of tigers and cannibalism – said he was keen to work with Droga5, as they were experienced at taking a product, putting it in front of an audience and “getting them to take it”.
“It is becoming more and more obvious that films need to be marketed better, to break through the mass,” said Boughen. With a greater number of options available to consumers, films not only need to be good, but also need to promote themselves as being better than the next, he added.
Nott said the joint effort between the film makers and film companies, with agencies such as Droga5 is something he would like to see more of. “I don’t see this happening very much, but slowly film companies are seeing that they are like any other product, trying to get consumers to buy them,” Nott said.
Nobay said the reason for such little collaboration could be because there are so many people involved in a film, all vying for control. “The challenge is getting to the head of the stream and being involved from ground up,” he said.
While the American offices of Droga5 have worked on numerous films, including No Country for Old Men, the Sydney office is still new to this work.
Nobay said he hoped to work on other films in the future, but it will depend on how this film is received and how much freedom they are given by the distribution companies. “They have a lot of say about how they want the film to be marketed,” he said. “It will also depend on how much leeway Hoyts give us.”
To see more details about the film visit www.dyingbreed.com.au.
