The National Gallery in London houses one of the greatest art collections in the world. When NextShoot was invited to deliver their 2017 Christmas advertising campaign ‘Gold’ it was the third successive year we had been entrusted with the responsibility of communicating the heritage, elegance and authority of this world-renowned museum. The campaign consists of four videos exploring the significance of Gold in the gallery’s collection.
Each video includes interview content with curators and experts from the National Gallery, including representatives of the Framing, Conservation and Scientific departments.
The interviewees move from the earliest works in the collection, where gold is actually used to decorate the painting itself and to surround it with elaborately constructed and leafed frames, to later works where gold is depicted in oil paint to capture an incredible sense of depth and lustre in some of the clothing and objects portrayed.
In addition to the interviews we were granted early morning and late night access to the gallery’s main rooms and parts of the private collection. We captured filmic sweeping shots of these magnificent locations with a steadicam, moving with the interviewees on their journey through the gallery.
The campaign was exceptionally successful. Teased with a 15 second trailer on Twitter, one video was then released each week in the run up to Christmas on the National Gallery YouTube page and on a dedicated section of their website. The result was over 20,000 views on YouTube alone before the end of the year.
Our directors and producers have many years of experience in conducting interviews. They are able to guide interviewees, helping them to navigate complex subjects for a video audience, to perform to the best of their abilities and to communicate with their audience in a succinct, relevant and effective way.