philipberger portfolio winter 2015

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Confidential Presentaion - Philip Berger

Philip BergerPortfolio Presentation Stricly Confidential

January 2015

Still From Showreel - 2012

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1. Background and Introduction

2. Skillset

3. Creative Direction

4. Film Direction

5. Writing

Table of Contents

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My background in film began a long-term passion for storytelling that has evolved into a unique ability to help brands reach audiences. I take an existing strategy and messaging, mix in a good dose of self-distance, add a dash of humor, and a taste for great art direction. I believe my strength lies in maximizing limited budgets with creative magic, and working with equally ambitious creative teams.When I was young, I made skate videos using my dads two VHS video-trailing cameras looped together and cut with odd found footage. I wrote and directed homespun zombie movies with bad Italian accents. I have always had an eye for supporting the underdog, celebrating offbeat characters and sharing human stories that show us how we are all made up of the same matter. I studied filmmaking at Florida State Universitys Film School where I began making short films, commercials and music promo videos and working on indie feature films. I learned the ropes, from writing and producing to directing and editing. Used to working with low to no budgets, I often designed and built the props and sets myself, exploring how to create intriguing analogue visual effects in camera.

All this early experience has enabled me to be a trans-disciplinary asset for agencies and production companies, working on all aspects of concept development and implementation

1. Background & Introductionof concept development and implementation for some of the worlds most loved brands. My background in screenwriting helps me think about brand narratives over time, whether the story is for a 3-minute commercial, a 20 minute keynote presentation or a year long integrated media campaign concept. My work experience includes Electrolux, Pepsi, Nokia, and Verizon, to name but a few.

As a Brand Dramaturgist, There are areas I concentrate in: Film Direction: I have directed commercials, music videos and narrative films over the past 12 years. Within film direction, I have also experience in - producing, editing, art direction and film consultancy.

Script & Story: Over the past 10 years, I have written screenplays for commercials, short films, feature films and TV-pilot writing as well as consultancy in story, script and development. I have acted as a script and concept doctor within TV, Narrative and program development.

Creative Direction: I coined the term: Brand Dramaturgist to appropriate my skills over the past 8 years in concept development, strategy, narrative within communications, ideation and experience & service design.

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DesignStrategy

x

Technical +Innovative

Story / Narrative

Skills:

Concept Development & Concept Design Creative Strategy; Digital Service & Experience Design Media Strategy Film Direction for: Commercial, Television, Film, Documentary & Event Dramaturgy & Film Consultant Screenwriting for: Film, Commercial & Television,

Script Editing Trends & Insight Research; Film & Story, Digital & Cultural Trends & Insights Research Creative Story & Brand Dramaturgy Consultant Strategic, Creative & Concept Copywriting & presentations Producer for Film, Television, Commercial & Digital

productions Video Editing Set Design, Art Direction Translation From Swedish to English, English Language

2. Skillset

x = My Mantra

Selection of Experience:

Clients:Systembolaget, Blueair, NK, Coca-Cola, Marimekko, Statoil, Alcro, Finesta Estonia, Nokia, Frigo, Walk Free, Sperbank Russia, Mitsubishi, Nickelodeon, Electrolux, Samsung, Swedish Match, Plan International, Unicef, Stockholm City, H/M, IKEA, Djuice, Tele2, Telenor, Verizon, Pepsi, Kodak, Old Milwaukee, Visit Sweden, Metro, Beechams, Sheraton

Agencies:Le Bureau, ACNE, DDB, WK, Naked, BAS, BAS ITG, Abbey Norm, Leo Burnett, TBWA, Forsman Bodenfors, LOWE Brindfors, Imaginary Life AB, Grow, Publicis, King

Production Companies: ACNE, Tre Vnner, B-Reel, Radical Media, Producers, Machete, D Chord Tokyo, Great Works, Tony Petersen, Grilli Finland, Munch-hausen Estonia, Lift

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3. Selection of Experience: Creative Direction

Still From music videoSweptaways + Robyn 2010

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2014Agency: BAS ITG Client: NK

As Creative Director at BAS ITG, my main focus was on bridging the creative with the tech as well as a strategy, narrative and story. Nk is one of the top five global fine department sto-res. It has a century old tradition and needed to propel their story digitally.

Client Brief: To propel their brand into the di-gital sphere. To keep their brand alive and into the next 100 years.

Solution: NK Center Stage - where the user is in focus, and theyre the star of the experience.

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2014Agency: BAS ITG Client: Coca Cola

Coca-Cola Nordic regions education center needed a physical and digital experience.

Client Brief: To get youth up to age 25 inte-rested in health and the brand itself.

Solution: Treat, reward system for incentives as well as a fitness program on a 360 degree level

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2014Agency: BAS ITG Client: Blueair As Creative Director at BAS ITG, my main focus for Blueair was how to tie all platforms into one as well as propel the brand ahead of other Air Purifiers.

Client Brief: The client wanted an APP as well as creative strategy but also a way to tie in their physical stores and all digital platforms.

Solution: Blueair Breathe - The Heart and Lungs of the Conscious Home. Where the lungs are the device itself and the heart is the hub for all other smart-home devices to connect to.

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2014Agency: BAS ITG Client: Systembolget

As Creative Director at BAS ITG, my main focus was trying to connect the digital experience and story into the physical store. Systembo-laget is Swedens alcohol monopoly store. It is the only retail store allowed to sell alcoholic beverages that contain more than 3.5% alcohol by volume. So the project was a very compli-cated one, as we had to improve the custo-mer experience, yet not increase sales - as Systembolagets main focus is not only selling alcohol to the country but take responsibility for the consumption.

Client Brief: A revamp of all stores - throug-hout the whole country. A 2020 vision for the next revolution in the experience.

Solution: My solution was to free up space in-store by creating a digital journey via mobile.

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2014 -Concept DevelopmentAgency: Munchhausen EstoniaClient: Finesta Estonia

Client Brief: Finesta is one of the biggest em-ployment recruitment agencies in the Baltic Region and they needed to attract 1000s of employees for a new factory opening.

Solution: To use a series of guerilla like sto-ries and concepts through all media (digital to print to film) in order to attract employees of all ages.

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2012 - Concept DevelopmentAgency: Viacom EuropeClient: Mitsubishi / Nickelodeon

Client Brief: Mitsubishi Nordic teamed up with Viacom and Nickelodeon to get kids (ages 9-11) interested in the concept of an electric car.

Solution: Working with both Mitsubishi and Nickelodeon Nordics, I came up with a solu-tion in order to attract all children 9-11. I came up with a campaign to get the students inte-rested using storytelling. We would contact the school boards of all the Nordics to get their teachers involved. The campaign spread via schools, TV, web and game (mobile).

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2012 - Concept DevelopmentAgency: Machete RussiaClient: Sperbank Russia

Client Brief: Sprebank Russia, one of the main sponsors of the Winter Olympics 2014, needed to attract young people to their bank via music.

Solution: I created a 360 campaign, digital strategy and web TV-show called Music of the Future. The campaign and strategy was ba-sed around two musicians, bands, artists and performers who would create a track using a method of collaboration from the future. An innovation or new practice.

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2010 - Concept Development + Lead CopywriterAgency: H&MClient: H&M Fashion Against AIDS

Client Brief: H&M had been running a yearly campaign for Fashion Against AIDS.

Solution: H&M had run the same campaign year after year, where theyd invite famous pe-ople to design a t-shirt, then present it in front of a camera for later campaign use. My idea was that we had these really talented celebri-ties, why not change the campaign by allowing them to present a rap, or group of words - to be later used as a game where people could design their own rap, song and video using the celebrities words. Everyone who logged onto hm.com, worldwide, for one-week could play this game.

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4.Selection of Experience:Film Direction

Still From Metro Commercial - 2007

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Swedish MatchSwedish ExperienceAcne, Abby Norm 360 Campaign built around films showcasing Swedish Snus For the US Market. .

Nashdulek Grand OpeningStores across Japan. D-Chord Tokyo Series of films setting the mood and story, cross-brand. With Photographer: Fumi Nagasaka

A Story: Swedish RentersLe Bureau, SwedenBrand film and campaign for the national Swedish RentersUnion.

Series of commercials Belik Djuice NorwayKitchen Oslo (Leo Burnett)

Fashion WalkCity of StockholmTrailer and Short film

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5.Selection of Experience:Writing

Still From ShortfilmMigratory- 2010

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2014 - BoomersTV Pilot - US Market

TV - PilotComedy / Drama

What if your most personal, life secret was exposed to the entire nation? How would you tell your children? And what if you became the reluctant spokesperson for a new sexual revolution? These are ques-tions well probably never ask ourselves. However, for comfortably retired Janey and Fred Dekker of Park Palisades, Cali-fornia, these are all very relevant ques-tions.

When Swingers start the Sexual Revolu-tion 2.0

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2014 - The New AgeTV Pilot - US Market

TV - PilotComedy

The New Age is a comedy about a collec-tive of holier-than-thou greenies (vegans, freegans, sustainable nuts, yoga buffs and New Agers) who turn to scamming in order to support their wholesome lifestyles. Brandon, a hippie-hating, meat-eating hacker, is drawn into their crime ring and reluctantly becomes its leader. Almost like a Life of Brian.

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2013 - FuruvikTV Pilot - Swedish

TV - PilotHorror - Youth

Furuvik is a horror/fantasy television series geared towards an audience from ages 15 - 30. The series involves a group of lost souls from a sunken ship, covens (so-called contingents) of good and evil witches, a poltergeist that lives underwa-ter, a group of ragtag black-metal nerds and everything revolves around young couple in love. It is a scary, love and emo-tion-filled, adventurous tale, involving cur-rent issues facing youth and has its fare share of twists and turns surprising us all. Horror is usually about the unknown, the unexplained and emotions sometimes cause this, whether in a relationship or between friends.

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2014 - Big TimeTV Pilot - US + Swedish Market

TV - PilotComedy / Drama

A dark and comedic look at the rise and fall of the dot-com bubble in the 1990s. Two companies go head to head in the race - one comes out of the bubble the other in defeat and injury.

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2010 - Lead Copywriting Sample

Client: Tele2Agency: Forsman Bodenfors

I worked on a variety of campaign ideas for new launch of product for Tele2 as well as worldwide English campaign.

Developed concepts for worldwide campaign

Developed and wrote scripts for all media

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Thanks, Tack, Takk!

Best Regards,

Philip Berger

philipberger portfolio winter 2015

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