"Most of my work today is actually handheld, but only in the sense that the camera has a bit of a life of its own and the move is mostly hinted at," says director and still photographer Jan Gleie, whose impressive body of work in Asia, Europe and the US includes such notable clients as: Nokia, Sony Ericsson, Hugo Boss, Mercedes, VW, and Becks Beer. "It's about achieving a very delicate, implied fluidity. By breathing life into the camera, and giving it a presence, it helps to make the connection between viewer and character much livelier."

The spot helmer applies this philosophy to his latest project, a multi-platform campaign for Target, appearing now on TV and the Web, with print ads (also shot by Gleie) running in mags such as Nylon and Rolling Stone. The project, created via Peterson Milla Hooks/MN, heralds the arrival of the Converse One Star, a new line of clothing being offered through Target beginning February 3.  

Marrying clever interpretations of the trademark Converse logo with a celebration of individual expression, "One Star" is a fun, free-flowing piece that showcases young people getting down with their creative selves and proving that "Everybody is a star."

Gleie describes the new work as "moving editorial," a reference he applies to both the print and broadcast pieces he created for the campaign.

The images are contemporary and crisp, yet realistic in colors and feel, and of course fashionable in framing and texture. Spontaneity was also a key factor in Gleie's approach. "I wanted to set up an atmosphere that would lead to candid, emotional moments, and capture them with the unrehearsed look of instant photography," he explains. "On a practical level, in terms of location, we sometimes couldn't get the place we wanted, but I love these restrictions. It shapes the unexpected."

"The more the individual 'stars' express themselves on an intimate level that feels honest and personal and unique, the more engaged we become…and the more we connect to them," Gleie notes. "The clothing then simply becomes an extension of the individual."

The director says the team's approach extended beyond the character portraiture, to the star imagery, as well as the graphics. "Overall, we wanted to convey a visual harmony, all rooted in beautiful, lighthearted spontaneity."

To get a sense of Jan Gleie's versatility and eye for beauty both internal and external, one need look no further than "Underneath it All," which he directed for Hugo Boss. The ethereal piece introduces us to the brand's new Femme fragrance, and Gleie's imagery is as breathtaking as the VO is breathy. "I like to plan everything up front so everyone is on the same track and then simply let go," Gleie says of his method. "It has happened quite a few times that both the client and agency has felt so comfortable during shooting that they have left the set. I take that as a huge compliment...Last year I was shooting in Beijing for UBS and due to lack of permits we ended up shooting on a bus instead of a fixed location. The creative director jumped on the bus with me and we went 4 hours one way, stopped to share the playback with every one else and then went back home and did another 4 hours of shooting."

 

Nokia "Eye to Eye" is further evidence of Gleie's ability to seamlessly - and artfully - combine the still and moving image, articulating a mood and visual style all his own.

Gleie's recent Fakta work won Best Campaign and Best Commercial at the True Awards. An earlier spot for Lenor via Grey Dusseldorf was singled out as the most effective spot of the year in Germany. His extensive list of awards also includes Best Campaign wins at: Cannes, AWNY, Golden Aurora, Eurobest, London International Advertising Awards, Creative Circle, Mobius, Cresta, and The Art Director's Club.

From the "One Star" Print Campaign: 

 

 

 

 

 

 

Client: Target & Converse
Spot title: One Star

Broadcast Air Date: January 15, 2008
Internet: http://onestar.target.com/

AGENCY: Peterson Milla Hooks
Creative Director: Dave Peterson
Art Director: Steven Baillie
Copywriter: Courtney Vincent
Sr. Producer: Aldo Hertz 

PRODUCTION COMPANY: Madheart
Director: Jan Gleie
DP: Gosta Reiland
EP: Lisa Phillips
Producer: Lawrence Lewis

EDITORIAL: Channel Z/Minneapolis
Editor(s): Brett Astor, Jim Stanger
Exec. Producer: Ace Allgood

TELECINE: Crash & Sue's/Minneapolis
Colorist: Sue Lakso

ONLINE & POST: Pixel Farm/Minneapolis
Inferno Artists: Kurt Angell, Tom Jacobsen
Exec. Producer: Christine Tierney

MUSIC:
"Everybody's A Star (Starmaker)" by The Kinks
Composer: Ray Davies

Audio Post/Mix: Modern Music/Minneapolis

Editor/Mixer: Daron Walker
Exec. Producer: Jess Ford

Shoot Location: NY & LA