ITVX - The Freshest / Helena Bonham Carter 'Song' (2022) :30 (UK)

ITVX is the UK’s freshest streaming service, with more free shows than anywhere else. 

O Positive director David Shane says: "I was so excited by this project because it had one of those great, misguided characters who, for reasons unknown, has been put in charge without any necessary qualifications or talent. Like myself. There’s nothing more fun than getting a handful of truly gifted, funny, facile actors in a room to play around with a great idea. And that was the case here. As soon as Jonas and Sam pitched me the idea, I was in. We shot with four cameras simultaneously so every time we built a moment, it was in the can. "The campaign plays with the idea that even the most accomplished actors are vulnerable to passionate, yet insane, directors. It’s a lovely comedic friction that develops as these celebrities try to dutifully stay in the scene even as it becomes increasingly apparent that there is no scene. Or script. Or smart ideas. It’s always fun to watch a great actor learn what the audience already knows, that they are in a bad situation that won’t end well.”

Project title: ITVX The Freshest

Client: ITV

Agency: Uncommon Creative Studio

Production Company: O Positive

Director: David Shane

Executive Producer: Ralph Laucella, Marc Grill, Nell Jordan

Producer: Nell Jordan

DP: Sebastian Blenkov

Production Designer: Sam Tidman

Editors: Gavin Cutler (Mackcut) and Mark Edinoff (Work Editorial)

Stylist: Gabi Yiaxis

Director Asst: Michael Clancy

PM: Alex Yiaxis

Post Production: Selected Works

EP: Sean Costelloe

Producer: Katie Sharpe

Lead Online Artist: Dave Wishart

Colourist: Hannibal Lang (Bacon X)

Designer: Vibol Moeung

Sound: Wave Studios

Engineer: Parv Thind / Harry Butcher

EP: Beth Tomlin

Media Agency: Essence