Pro Hello: Gianni Cerretani

Gianni> First and foremost, I would like to mention Virgin Galactic ‘Blast’, as this fine effort of ours collected such general accolades and huge editorial coverage on a global scale back in 2019. 

I am very proud to have closely collaborated in the creative process and all across the board with director Corydon Wagner on this one, and many others. I’m also extremely grateful for the opportunity Corydon provided us with once he had conceived the main idea and put its major aspects in place. Corydon would be the most suitable person and surely better equipped to outline and explain my own contribution. Perhaps, false modesty aside, I might have single-handedly contributed to pushing Corydon to his very best creative process and inspiration while I was laying out ideas to dig deep into my academic background and cultural baggage. 

The psychological journey inherent in the film inspired our minds through the fields of art and philosophy I am so in love with. I think we achieved quite something with this film, and somehow I believe this should be regarded as Corydon’s third important step towards the current outstanding level in his career. In short, I must admit that the visual narrative storytelling and the lifestyle beauty genre in connection with deep thinking and constant research is definitely my preferred route, and the one to follow in the years to come.

More recently, we have worked on ‘World’s Greatest: Portrait of an Athlete’ that has also been a huge success story!  

We are presently working on a series of comedy films with director, Michael Leary, the first of which should be wrapped up and out there before Cannes Lions. We’re currently in pre-production for this shoot in the USA, slated at the beginning of June. Michael constitutes another massive credit to the Two Of Us in-house roster, having established another strong, stable and mutually beneficial collaboration. 

Gianni> The lucky encounter with the advertising industry traces back to 1996 when it occurred by a mere chance... and it was quite a fluke actually! Called up at Emap by a fellow ‘jack of all trades’ temp, the rest is history – water under the wonderful bridge…

To be honest, I was always convinced I would pursue my natural inclination in life, and the consequent trip into my academic career. In fact, I kind of did between 2000 and 2004, as I took a PhD in English Literature and Philosophy at the University of Liverpool (while still permanently employed at Shots magazine that is – (certainly the most challenging time of my life!) – and taught there for the duration of six seminars revolving around Keats’ and Leopardi’s poetry and philosophy. Put in Leopardi’s words, ‘after mad [or frantic and intense] and most desperate study’ of the cultural and philosophical context of pre-romanticism, romanticism and modernism – let alone the previous embarkation into some happy full immersion into classical Greek and Latin authors – I soon realised I ought to put in practise all of the above, and somehow exploit their strengths and relevancy within our fantastic and exciting ad world. 

I believe Shots was – and will always be – my first anchor and creative inspiration. It persuaded me into the irrational (and subsequently rational) desire of a new life; whereby all those artists and directors were to be guided through the amazing uncountable material we used to receive at Shots, that quenched my thirst for aesthetic search, and my increasing awareness of – or instinct for – such wonderful works of art, as well as my own prospering baggage. 

Gianni> I would simply like to add emphasis that the film that made me believe I could do it at an acceptable level was our Sony Bravia ad back in 2012. It was shot with Corydon Wagner at the presence of the global marketing director at Sony, the agency creatives at Hakuhodo, and the local Indian production house.

Three very intense weeks spent in Spain (between Barcelona and the Pyrenees) and 360 hands on the project resulted in a great end product. 

Amongst loads of bits and pieces, (some to be locked in the closet, surely!), a series of Samsung TV commercials then followed. 

Corydon Wagner, who is yet again enjoying another rather prolific spell, managed the beautiful Art Cake series, too. Year 2022-2023 also saw the beginning of the highly rewarding collaboration with American comedy director (fully equipped with more of a British wit and humour!), Michael Leary. 

There’s no need for an introduction when it comes to TV car commercials master specialist, Andreas Grassl. I suppose, however, I would like to underline that our close collaboration of late means a lot in my own career and is offering its reciprocal rewards. Not to mention the highly valuable inspiration instilled to the rest of the band! 

Most recently, I have also decided to ‘invest’ on a young great local talent for features, shorts and music videos, Simon Ryninks, who has never yet shot a commercial before, but this is the nature of our business at times isn’t it? And I love the challenge! I believe Simon’s talent must be transferred and translated into our own world. I’m glad he’s now decided to look into advertising too.

Finally, and for the first time ever, our Italian connection is spreading and developing into quite something, through the likes of directors Tak Kuroha (half Japanese, based in Bali), Francesco Meneghini (based in Berlin), Daniele Quadrelli (based in Italy) and Adriano Falconi (based in the US). Perhaps I thought it was about time to value and recognise our homeland’s intellectual wealth of wit and elegance.

Gianni> Certainly Virgin Galactic, particularly for my 50/50 role (and its fine quality, of course) with immensely talented artist, director and creative director Corydon Wagner. But also World’s Greatest (and its spins offs, one of which collected a Webby Award) for its various challenges and really fabulous idea of putting together the worldwide-renowned graffiti artist, Sen2, and our Olympic athlete and talent, Natoya Goule. In both instances, the brand and audience highly appreciated our fine efforts. We achieved a million streams on YouTube, and naturally, we intend to pursue the cause while giving it the development and continuation it deserves. In a way though, all good work, and ‘ok efforts’ offer you the chance to enjoy and assimilate something special. 

 

 

Gianni> Well, the very opening and inauguration of Two Of Us, I must say. No matter how small an act we are, I rejoice at the fact (and I am very proud to see) that we are globally known, and recognised both as a production company and as an international hub from London helping out agencies, as well as our counterpart production companies (outside of the UK, that is...) and agents alike. 

So as to find the perfect fit for major projects originating from, as far as South America, the Middle East or Asia, with Europe being our main field of play. In conclusion, I shall acknowledge that I could never disregard or forget those fantastic achievements at Shots. The figures (both in real terms and metaphorically speaking), attained there have helped me step up the ladder, inside and outside the realm of publishing.  

Gianni> The spectrum is quite ample in this instance. From small to medium ad campaigns to direct-to-client films to be shot and developed (if not creatively conceived and developed at times), up to loads of storyboards to pitch on and bid for – when you are lucky enough to reach the shortlist, or better still, to win the project. 

These days, a significant number of players are reaching out with visual and sport projects for Corydon, car commercials for Andreas, and beauty fashion ads for the rest of the gang – who are getting stronger and stronger as we speak. Those boards and requests are very frequent too, so sometimes it may be tough to follow up, but our ethics do not allow otherwise. Having on board the likes of director Michael Abt (with his vast long-standing experience) and British director, Toby Tremlett, are important additional assets to our venture.

Finally, it should not be ignored that sometimes we might even be in the position to go ‘shopping around’ as they say, perhaps when the film is not exactly our cup of tea. Though this is anything but odd or difficult anyway, considering our big network and loyal friends.  

Gianni> Broadly speaking, the ethical issues relating to filming in advertising, which is not always the best or most popular subject, I should point out. Or the impact of music and profound intellectual contribution behind those genius minds within our wonderful arena. Also, the development, nurturing and feeding of talents in general, or their progression from one field to another. Unfortunately, advertising is oftentimes unfairly neglected. I would say it’s rather unjust that our fine efforts are sometimes a little underestimated. 

Gianni> Certain car project shoots (the list of car brands would be too long here...especially as an Italian, I shall highlight) with a major part dedicated to visual cinematographic stories. Also Apple and some other technology brands in connection with sport heroes and spectacular locations. Finally, quintessentially British comedy within each and every field, as well as those ever-increasing artistic renditions of beauty and fashion films for the likes of Armani, Bulgari and so on. 

Gianni> The list of creative directors and agencies or brands would be too long, and at times, maybe even obvious. For this reason, I would like to share who I consider The Beatles of advertising (since I have always been a huge fan – not to say a freak really – or at best an acknowledged connoisseur of the fab four) within the plethora of directors I love or hold in high regards. 

Well, my hero in advertising is certainly an unrivalled and talented director - Daniel Kleinman of Rattling Stick (together with the work of the late Ringan). His campaigns for Guinness, Xbox, Durex, John West, Specsavers, Snickers etc. – and in particular his past BBH ad ‘Champagne’ for Xbox, where it still firmly remains in top spot – are all in my top class archives.

There is great work coming out still but, as well as in music, perhaps we should look back in order to broaden one’s horizons, and achieve farther and further! To this day, I still remember when we received the above-mentioned Xbox at Shots, which was then selected by our fantastic editorial team. Well, I think very few masterpieces could achieve that subtleness and thoughtfulness. Not to mention Daniel’s amazing flair for innovative work and those plots and twists populating his major campaigns. Sony Bravia’s ‘Balls’ shot in San Francisco has a special place in my heart and deserves a mention, too. 

Spike Jonze’s ‘Hello Tomorrow’ for adidas paved the path to a new road of fine travellers within that genre. I would love to be asked again in a few months’ time, so I could compare those above with the best upcoming ads, and learn from the latter too.       

Gianni> The entire everlasting music by The Beatles, Janis Joplin, Jimi Hendrix, Led Zeppelin and Pink Floyd. Lots of jazz and classical, too. Ancient, modern and contemporary art, literature and philosophy – Plato and Hegel in particular being my primary sources and constant referral. Then Shakespeare and Keats, Fellini and Greenaway, Becket and Shaw, Giacomo Leopardi, Joyce and Dino Campana. Cezanne and the impressionists, Caravaggio, Rubens, Van Gogh... OK that might be it methinks, otherwise I’ll never stop! 

But also, funnily enough, football! Or more seriously, fine art and travelling, new encounters with talented and inspiring characters and most of all my ever-increasing curiosity for old within new and new within old. Finally, the art of philosophy and the philosophy of art, walking, running, reading, freezing and thinking (cogito ergo sum…). Relaxing, talking, debating and, last but not least, eating good food.