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We all have our passions, be they strumming/plucking/twanging an instrument, honing our bodies into physical perfection or *cough* reading articles about top-notch creativity on the world's most popular advertising website *cough*. For their latest campaign, Shredded Wheat are speaking to people at a stage in life where they have more time, and more expendable income than ever before - and use it to follow their hearts and realise said passions.

In the first story of the 'Live From The Heart' series (created by McCann London) we meet Dave, a 'Northern Soul' enthusiast from Shrewsbury. Shot by Knucklehead's new addition Finn McGough, the film celebrates Dave's re-ignited passion for the music, the clothes, the dancing and the people of the Northern Soul scene – and even passing it on to the next generation by going to the all-nighters with his son.

We were charmed by the documentary's magnetic protagonist and impressed by McGough's flair for capturing such delightful enthusiasm, so sat down with the director to speak soulfully.


How did you get involved in the 'Live From The Heart' project?

The script was immediately something I wanted to be involved in. I have good friends who have been part of the Northern Soul scene for years so I knew first-hand how passionate people are about it - it's definitely a way of life from what I've witnessed. I know them all to be a mad happy bunch so also I knew it would be great fun to make. It was a new direction for the client and both them and the agency wanted a genuinely soulful film so I was very keen to win the job and thrilled when we got the go ahead. The idea suits the brand perfectly

Were you presented with Dave, the 'Northern Soul' fan, or was you helping to find the subjects part of the process?

This film was always only ever going to be as strong as the central character. I contacted a friend of a friend who's very involved with the Northern Soul scene. She wasn't a professional casting director as such (although she may be one soon) but she did a great job in finding the kind of character I was looking for. We needed someone with genuine warmth and charm as well as amazing dance skills and a great story. The fact that Dave's son Dan is so involved in the scene too made it extra special for me.

What was the prep for the film? Did you have much time getting to know Dave and his family?

Not a great deal of time but Dave's so open and welcoming and we soon hit it off (over beers at his great local pub). Dave was really excited to be involved and for all the right reasons. He's a social animal and obviously loves new life experiences. He's passionate about the music and the dance scene so he was thrilled to show it off. We were a very small, unimposing crew so it was a very intimate affair.

How long was the shoot for the content? Was Dave pretty open from the outset or did you have to tickle chat out of him?

It was a day and a half shoot. We spent a day shooting at his home, interviewing him and having him show us through his unbelievable wardrobe! The next day his mates came over - who just took the film to another level - and we all drove down the motorway to a bona fide all-nighter. Having heard Dave talk so enthusiastically it was a pleasure to see him in his element on the dance floor. He has some incredible moves but also does the most important thing - which is dances like no-one is watching. He closes his eyes and smiles and you can tell he's blissfully swept away by it all…



How much footage was filmed? Was there much that you couldn't include?

There wasn't tons of footage but there was quite a lot of audio because I like to interview people on my own with an audio recorder (without a camera) and base the visuals on what they've told me - I like the images to be dictated by the personality not the other way around.

The film clocks in at a sprightly 2mins. Was that a stipulation from the start or just how long it took to tell the story you wanted?

2 mins was speculated but being an on-line film it didn't have to hit any mark. I prefer to keep things short and sweet but I hope the film warrants its length. The TVC is a 30 and although I'm happy with it I think Dave's story is strong enough to merit more exploration. There's no room for the relationship between him and his son in the 30 for example and I think that's another very sweet element.

Dave is surrounded by like-minded (and well-dressed) pals. Were you temped to get any info (or moves) from them?

I wish I had more of his mates dancing but our time for shooting on the dance floor was very limited. A film crew - however small - can be quite imposing. People into the Northern Soul scene are rightly protective of their scene so we had to get in quick, shoot Dave and then turn the lights down - they like the lights low at all-nighters! We did film Dave and all his mates in a minibus on the motorway to the club but it didn't make the cut. I love the shots of them all lined up on the street though - you'd get quite a shock turning a corner and running into those dudes I reckon!



Were you temped to join in the Northern Soul dancing yourself? The spins look like fun.

Have you ever had a herniated disc? I have…

The film marks the start of the 'Live From The Heart' Shredded Wheat campaign, with more films to follow. Are you involved with those?

Yes I hope to be

What's up next for you?

I've just recently joined Knucklehead and this was my first job with them so I'm very happy. The film has had a great response and there's lot of scripts coming in - so keeping busy I hope! I'm looking forward to 2015.