We Create was commissioned by EU creatives lobbying group Creativity Works! The brief was to create a memorable film highlighting the importance of the creative industries in Europe to be included in a welcome pack for all MEPs in the European Parliament. Creativity Works!.is a coalition of like-minded organisations, federations and associations from the European cultural and creative sectors. Its objective is to kick-start an open and informed dialogue with EU policy-makers about the economic and cultural contribution made by creators and the cultural and creative sectors in the digital age.
The idea ClikFlik pitched was to create a pastiche of the upbeat Apple device ads, but instead of looking at the screens, to turn them around to look at the creative people who use them, to write, make films, create music and other content. We enlisted real creatives who work in these industries to star in the film. It was shot in a single day and edited in two. The device flipping graphics were created by CGI expert A.J. Green. Due to the large number of associations which had to approve this ad, ClikFlik worked closely with the client on a number of recuts until everybody was happy to sign off on it. Shot in HD it was screened at a number of EU Government venues on big screens as well as distributed as a DVD to all MEPs.
