Hot-to-trot production company Special Problems added to The Sweet Shop’s roster
Once again, CAANZ and The Sweet Shop are set to send two young Kiwi creatives off to Thailand as part of its sponsorship of the Adfest Lotus Award. And another two Kiwis who have already shown their creative chops, the hot-to-trot directing collective Special Problems, have just signed up with The Sweet Shop for commercial and branded content work worldwide.
Special Problems, which was started by Campbell Hooper and Joel Kefali in 2007 (read more here) and combines live-action, motion graphics and animation, started off as a music video powerhouse, doing work for the likes of Cut off Your Hands, Naked and Famous, The Mint Chicks, David Dallas, this one for Jonathan Boulet, Wolfmother and Californian electronica boffin Flying Lotus. But, as is often the way, it has quickly made a name for itself in the advertising world, particularly for the animated visuals behind the Cannes Lions winning work for Yellow Chocolate. It has also worked with HP and Alicia Keys, Vodafone, Burger King, Max, the NZ Breakers, Westpac, Big Little City and the Smirnoff Night Project.
“Moving into client work was very organic for us,” Kefali says. “When HP did a spot with Alicia Keys it was natural to use a director who had high standards aesthetically and had done music videos.” “We donʼt necessarily split up the work”, says Hooper. “We tend to work in segments and meet in the middle. Sometimes Joel will tackle the ending of a project, and Iʼll start at the beginning. That way of working has always made sense for us; it fits our style.”
“Joel and Cam are undeniably talented,” says George Mackenzie, The Sweet Shopʼs managing director for Asia/Pacific/MENA. “I have been a fan of their work since I stumbled across their clip for Tame Impala a few years back. Since then they have gone from strength to strength. They have an exciting future ahead of them and I am pleased to be invited to be a part of that future.”
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