PHOTOPLAY Gets Playful With New Creative Platform

Boutique production company PHOTOPLAY has launched PLAYTIME, a creative platform to play and form project-based collaborations to deliver experimental solutions.

Providing greater flexibility to the structure and type of projects PHOTOPLAY undertakes, the new sub-label offers the production house a chance to launch a new team of craft-orientated directors who hail from non-traditional filmmaking backgrounds, producing content and installations that stretch beyond conventional advertising work.

“We wanted to create a side to PHOTOPLAY which focused on more experimental craft-based projects, and that was playful and better armed to drive non-conventional installations and experiential ventures, as well as content films,” PHOTOPLAY executive producer Oliver Lawrance (pictured above, left) said.

“PLAYTIME seemed the natural name, as well as being the title of a wonderful 1960s Jacques Tati film that is art directed and craft-focused like our work.”

Joining Lawrance to help drive PLAYTIME is producer Tom Slater (pictured above, right). Acknowledged this year by Screen Producers Australia’s ‘Ones To Watch’ program, he brings to the team his love for storytelling, and his production experience across TVCs, television and feature films.

“I’m super excited to join PLAYTIME and to guide our talented roster in a space that allows us to collaborate with like-minded creatives on atypical ideas, and finding unexpected ways to bring them to life,” Slater said.

PLAYTIME’s new directorial roster brings together film directors from diverse backgrounds including: design-led animation and illustration craftsman Dropbear; offbeat aesthetician with a knack for naturalistic performance and editing, Byron Quandary; high-concept visual stylist and music video director James Chappell; award-winning documentary, fashion and celebrity director Gracie Otto; and, Cannes Gold winning photographer-turned-director, Michael Corridore.

PLAYTIME is looking to collaborate with agency partners on campaigns at a much earlier conceptual stage when possible.

Dropbear has recently designed and directed the in-camera magic of the federal government’s tax campaign for BMF Australia, Byron Quandary has just completed the newly-launched Domain spot via DDB Sydney, and Michael Corridore is busy directing the upcoming brand campaign for Sydney University by The Monkeys.

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