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Albert Einstein once said "Play is the highest form of research". No, this is not an excuse for the SourceEcreative editorial team to install a PS4 in our palatial offices (although it would be nice), but instead an example of how even our greatest minds see 'play' as an integral learning tool. It's with this in mind that we look at the brilliant new online film 'Battlefield Casualties' for Veterans For Peace, which subverts the aesthetic of 80's/90's toy adverts to draw attention to the darker side of warfare.

Combining the talents of Agile Films director Price James and writer/artist Darren Cullen, 'Battlefield Casualties' showcases the horrifying after-effects of conflict in a shocking yet humourous manner. Utilising the vocal talents of Matt Berry (surely one of the best voices in the biz) and shot with an uncanny eye for the era (check out the VHS nostalgia-tinged transitions), the film manages to raise a laugh before sucker-punching the audience with its hard-hitting message.

We absolutely loved the piece and its concept, so sat down to chat with Price about production design, period aesthetics and using nostalgia as a weapon.


How did you get involved with the project?

I've known the artist Darren Cullen for many years. He was exhibiting the Action Man boxed figures at an art show and I was blown away. They were incredible! I suggested turning them into commercials.

Were you presented with the script as it is or did you work on it with Darren Cullen?

Darren pretty much wrote the script in one glorious pass. He has been in that Action Man world for a while. It was like a standard commercial script in that respect. My job is to bring what's on the page to life. I enjoyed every second of it.



How did that partnership come about?

I write on other projects with Darren, we're collaborators and good friends. I met him years ago when I directed a video for his old band, which actually is still one of my favourite's (SHITDISCO 'OK').

Did the charity need any convincing that this was a good angle to take?

The charity gave us complete freedom. Darren had already connected with them when he was exhibiting the boxed action man toy figures. They had such a powerful message we felt it was important that we make this film.

The film manages to be both funny and shocking at the same time, all the while not forgetting the importance of the subject matter. Is that a tough path to tread? How do you stop it veering too far into tastelessness?

To be honest, walking that line is the exciting bit. Satire is so subjective. We had to just trust each other.

There were many moments while editing that I had to 'take the funny out' because the line had gone too far into comedy. We wanted it to be as close to a real toy commercial as possible. Full committal was the only way.



An odd question, considering the subject matter, but was the shoot fun? Did it feel like you were just playing with toys at any point?

The shoot was pretty gruelling, but the kids all had so much fun. We had their parents on set, inspecting the shoot, they had been briefed about the subject matter. There kids were not exposed to the drug taking scene. My producer has the world's tiniest hands and made a great stand in for the more complex or adult shots. But yeah, it was basically playtime for bearded men.

Did you look at a lot of old commercials for reference, or was it mostly from memory?

I think if you were born around the start of the 80's then this film is basically ticking every box, from commercials to movie references like Platoon, Robocop and pretty much every Van Dam movie. We watched a lot of old commercials for reference.



How long did you have to shoot? How much prep was needed (the production design dept do a cracking job!)?

Emma-Rose and Jessica the model makers were absolutely amazing. After I had written the treatment, it took a year to get funding. Once we were green lit, the model making took 7 weeks. Emma and Jessica trawled Ebay or made everything from scratch. The detail was incredible.

How did you get the retro aesthetic? Was it just a case of shooting normally and filtering later, or did you raid the attic for an old camcorder?

I love VHS. It's totally our generation's Super8. We shot on Canon 5D and downgraded after the edit. I've shot a few VHS music videos, one being Hercules and Love Affair 'My House'. We ran the exported QT through VCR machines and then imported it back into final cut. I got in trouble with the Agile office manager when I showed the team how to physically scrunch up the tape and run it back through. Basically breaking the play head for future use.



The VO from Matt Berry is perfect. Was that your idea? Did he need any directing, or did you just ask him to 'do a Matt Berry'?

Yes I'm a huge fan of Matt, he was my first choice. He was super-efficient in the record booth. I think we did 20 minutes. I was worried that I might become a character in his series TOAST OF LONDON. I was careful while directing to not sound like a complete knob-head. Since release he has very kindly tweeted the film and showed his support for the cause.

The edit, with the slices of 80's/90's thrown in, gives the film added nostalgia. Were you keen to do this from the outset? How did you choose the footage (the glimpse of Mr Blobby was a highlight!)?

Ha, thanks. Yeah, I wanted to create a single linear film. I felt the adverts helped pinpoint the date of the video to around 1994. I wanted it to have real context. A kid has recorded these commercials off the TV himself. It adds a believable childlike quality which gives the film more impact.



Are you happy with the results? The film has had a great response online.

Yes we are very happy. We've only had positive response. The subject matter is quite dark, but the cause is a great one. The Army shouldn't be recruiting kids.

What's up next for you?

I recently signed with Agile Films and I'm excited to be working on creative projects. Darren and I have some plans for some other pieces of work. Thanks for chatting!