Wes Anderson: Brand Manager Extraordinaire
Posted by Will Butterworth on June 1, 2012
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Having seen the offbeat American director Wes Anderson’s Moonrise Kingdom last night it struck me that in his approach to film making we can learn something about the management of brands. Anderson is no stranger to the world of marketing having directed advertising for Hyundai, Ikea and American Express, all of which are true to his cosy, honest and chic sensibilities as an auteur.
Through all of his films the commitment to his own visual style characterised by primary colours, dark eye make-up, crooked faces and the cross-section of everything, be it a boat, a train or a house has become his calling card. At times in Moonrise Kingdom I couldn’t help but feel as though the mise-en-scène could have just have easily been transported from another of his films. During the homely scenes, I could have been in the New York home of the Tennenbaum family or for the scenes on the water The Life Aquatic was the obvious comparison.
Far from detracting from his efforts as a film maker the attention to detail in the consistency of setting, music and language sets Anderson apart as a story-teller with a clear ideology; Film is beautiful, there is humour in honesty and children wear shorts. He is a man who understands the mantra ‘everything communicates’ and squeezes every last drop out of his costumes, sets, actors and direction to ensure he maximises their value for every second the camera is rolling. If a brand manager can exert the same commitment to the ideals of their audience the value they build could also be box office.