KAROQ

Short List
TitleKAROQ
BrandŠKODA
Category A01. Direction
Product/ServiceŠKODA SUV-MODELS KODIAQ, KAROQ, KAMIQ
Entrant HALAL Amsterdam, THE NETHERLANDS
Idea Creation OPTIMIST Berlin, GERMANY
Production HALAL Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Ton Hollander Optimist Chief Creative Officer
Silke Rochow Optimist Executive Producer
Johan Kramer HALAL Director
Gijs Determeijer HALAL Partner & Executive Producer
Kevin Whelan Kevin Whelan Editor
Joppo de Grot De Grot Colourist
Robin de Grot de Grot Special Effects / VFX
Sjam Sjamsoedin Super Awesome Studios Composer
Marcel Walvisch F.C. Walvisch Sound Designer

Write a short summary of what happens in the film

Only equipped with miniatures of the ŠKODA SUV models (Karoq*), this film echoes the specific set of circumstances of the director within the limitations of the lockdown in the Netherlands. It is uniquely yet recognisably inspired by the director's own experience of the lockdown. He, as most people, were trying to find a way to work from home. His film stars the four-legged member of the director's family, Paco (the dog). Paco became the centrepiece of a story featuring the miniature Karoq as the director takes it for a spin around his home. The film portrays the miniature ŠKODA SUV model in homely scenarios, such as a bathtub car-wash.

Cultural / Context information for the jury

Tasking three different directors to shoot a typical ŠKODA SUV film entirely at their home provides an unusual yet (currently) usual starting point, especially for a car commercial. This premise set the tone for three surprising and distinct films for its category. Three toy cars, three creative directors and some necessary props – that’s pretty much all you need to come up with new ŠKODA’s commercials shot at home due to the coronavirus pandemic.

Tell the jury anything relevant about the direction. Do not name the director.

The film bears strong references to the responsible director. Not only in its direction, executional style or tone of voice, but the particular stay-at-home scenario portrayed in the film is a direct result of the specific confines of the director’s current work-from-home situation. The maker had to redefine his approach and put his skills to the test to provide the home-made look fitting a large-scale campaign - resulting in a highly personal execution and end result. The DIY initiative required to steer the directors' vision becomes apparent as limitations were replaced with possibilities. For instance, to give the film a real cinematic home-look, the director shot on Super 8 film (which was even developed at home in a self-made mini-lab). The director employed the used the stop-motion technique to make the car move frame by frame. That way, he could make the model climb a teddy-bear.