Guinness – Darklife

We are pleased to introduce Darklife, the new Guinness commercial from Irish International.

Shot in New York, Bogota & Hong Kong, it is a big production and like other ads in the campaign, it is inspired by the unique life & energy of the Guinness surge.  It’s this vital energy that sets Guinness apart and what led us to the powerful creative idea at the heart of the ‘Darklife’ commercial:  There is more life in the dark.

The commercial will hit cinema screens all over Ireland from December 17th 2010, TV screens in Ireland from January 2011, and the UK from early March.

Directed by Frederic Planchon through Academy Films, the commercial uses the latest in digital post production techniques, in keeping with the proud heritage of ground-breaking Guinness advertising.

The music track is 10 Mile Stereo by Beach House from their critically acclaimed album Teen Dream.

Mark Nutley and Pat Hamill (the creatives responsible) are full of praise for the production team involved and the director in particular. Mark said, “Frederic really gave everything to this shoot. Always pushing himself and his team to get everything perfect. And he was relentless when shooting. We used 35mm film and a host of Canon 5D digital cameras which gave us great flexibility”.

Pat Hamill loved the post process, “Watching the effects come together was a real pleasure. Tom Debenham and his team at One of Us really put in the hours to achieve a great result under a great deal of time pressure. We were looking for a unique magical effect and that’s what we got”.

Here’s to Darklife, we hope you enjoy watching it as much as we did making it.

Darklife, Guinness. Account Director, Brendan Coyle. Art Director, Patrick Hamill. Copywriter, Mark Nutley. Creative Director, Mal Stevenson. Agency Producer, Noel Byrne. Director, Frederic Planchon. Production Company, Academy Films. Music: Beach House 10 Mile Stereo. Client, Tanya Clarke, Head of Marketing Guinness & Smithwicks.