Goodoil Films & Heckler Fight Illegal Tiger Trade In New Films For Tiger Beer

Goodoil Films & Heckler Fight Illegal Tiger Trade In New Films For Tiger Beer

In a creative project that brings awareness to the alarming number of endangered tigers left in the wild, Goodoil Films director Justin McMillan and Heckler editor Andrew Holmes have teamed up to create a series of powerful documentary films for Tiger Beer.

In a quest to save the brand’s revered mascot, the campaign – titled ‘3890 Project’ (the number of wild tigers left in the world) – saw Tiger Beer saddle up with not-for-profit WWF to create a series of gritty documentary films.

Spotlighting six street artists from six countries, the films tackle the plight of tigers, using uncaged art to fight the illegal tiger trade by bringing the majestic creature’s cause to city streets around the world.

The shoot took McMillan and a documentary crew on a whirlwind three-week crusade to interview street artists Nick Gentry (London), Tran Nguyen (Los Angeles) Momo (Marseille), Nootk (Moscow), Kenji Chai (Kuala Lumpur) and Hua Tunan (in Foshan, China).

The documentaries, narrated by LA rap artist Dumbfoundead, see each of the artists express what the extinction of wild tigers means to them.

McMillan said: “The biggest challenge we faced on this project was how do we make six street artist from major cities around the globe – some of which hardly speak English –  become informed and engaged when talking about Tigers becoming extinct in the wild?

“These days, social media has become incredibly noisy when it comes to getting behind a good cause, so for the 3890 campaign to hold its own, I wanted to cast a front man who was a little unexpected.

“I’ve always had a solid appreciation for the way battle rappers can think on their feet, so I trawled the internet for the right man. I’m stoked Dumbfoundead agreed to come on this journey with us.”

Whilst still on the road shooting, McMillan’s footage was being sent over to Heckler editor Andrew Holmes, who locked himself in an edit suite to create a trailer and six films as an artist-driven weapon to expose the injustices of the illegal tiger trade.

“A large part of documentary story telling is developed in an edit suite, so you need a solid storyteller on the keys,” McMillan said.

“Andrew was definitely the right man for the job. He brings a contemporary editorial approach to traditional filmmaking, and his energy level is infectious.”

McMillan worked with a skeleton film crew, and in some instances spent only 36 hours on the ground in one country.

He took with him four cameras, including an Alexa Mini, Sony A7S, Drone and GoPro Stop Motion, sending rushes back to Holmes who started to cut and build the frames. Both the director and editor collaborated in close partnership on the campaign.

Holmes said: “The thing about good documentary filmmaking is there’s no short cuts. The only way any good doco comes together is through solid collaboration in the edit suite.

“It’s always nice to work with a director that is as passionate about storytelling as I am. Hopefully these films can start a conversation and help to create more awareness around the issue.”

CREDITS

Client: Tiger Beer

Creative agency: Marcel, Sydney

Production company: Goodoil Films

Director: Justin McMillan

Producer: Andrew McLean

Executive producer: Sam Long

Post-production: Heckler

Executive producer: Will Alexander

Head of production: Aborah Buick

Producer: Amy Jarman

Editor: Andrew Holmes

Online/VFX supervisor: Jamie Watson

Colourist: Greg Constantaras

Compositors: Chuong Vu, Younguck Ha and Shane Miranda

Designers: Andrew Holmes and Shaun Leong-Williams

 




Latest News

Beacon Lighting Extends Carat’s Contract For Three More Years
  • Media

Beacon Lighting Extends Carat’s Contract For Three More Years

Dentsu’s media agency Carat Victoria has extended its six-year relationship with Beacon Lighting for another three years in a closed review. The agency, which is responsible for all paid media strategy, planning and buying including brand, performance and programmatic, first won the Beacon Lighting account in 2018. In 2021, it extended the contract for a […]

Former EssenceMediacom CEO Pat Crowley Calls On Adland To Back Rare Cancer Drug
  • Advertising

Former EssenceMediacom CEO Pat Crowley Calls On Adland To Back Rare Cancer Drug

Pat Crowley, former CEO of EssenceMediacom has called on adland to get behind a petition to add cancer drug Belzutifan to the Pharmaceutical Benefits Scheme, in the hopes it could save his son’s life. Last year, Crowley had a spate of terrible luck. In September, his 17-year-old son Fletcher suffered a severe spinal cord injury […]

University Of Sydney Appoints CHEP For Australia & APAC Media Account
  • Advertising

University Of Sydney Appoints CHEP For Australia & APAC Media Account

The University of Sydney has appointed CHEP Media to provide media planning and buying services for Australia and key markets across the Asia-Pacific region, following a competitive pitch. CHEP Media will support one of the world’s top 20 universities with an integrated, whole-of-university media strategy, to further elevate its brand profile and driving recruitment for […]

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well
  • Advertising

The Case For Nature: Let The Media & Advertising Industries Tell A Story & Tell It Well

Last year, Siddarth Shrikanth published The Case for Nature: Pioneering Solutions for the Other Planetary Crisis. Catherine de Clare caught up with him at the Jaipur Literary Festival in India this year. Shrikanth currently works as a director on the Investment team at Just Climate, a sustainability-focused investment fund chaired by former US vice president Al […]