MADMAX's stinging visuals
Austrian director Niklas Hugo Schzwärzler creates an artful montage of endurance and intensity for the chilli oil brand.
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Credits
powered by
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- Production Company Fledge
- Director Niklas Hugo Schwarzler
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Credits
powered by
- Production Company Fledge
- Director Niklas Hugo Schwarzler
- Casting Company We Want You
- Executive Producer Roeland Jeangout
- DP David Doom
- Colorist Didrik Brathen
- Sound Designer Felix Reichenauer
Credits
powered by
- Production Company Fledge
- Director Niklas Hugo Schwarzler
- Casting Company We Want You
- Executive Producer Roeland Jeangout
- DP David Doom
- Colorist Didrik Brathen
- Sound Designer Felix Reichenauer
Artfully charged montage' and 'spicy chilli oil' are normally words that you'd put together, but this latest spot for MADMAX does it manfully.
Directed by Fledge's Niklas Hugo Schzwärzler on a micro-budget, Moments Become Memories When They Sting is less a film about burning your tastebuds and more a musing on endurance and intensity; mantras the brand founder, Max De Cock, lives by.
“Intensity, that's what my product is 100% about,” De Cock says, ”not only in terms of spiciness but also in terms of pure flavors. The layering of Mad Max is something that is crucial to me. Not just the fire in the mouth before the fire, but an experience with excess of impulse after impulse. When the time came for the first brand film, that aspect was the core of the strategy: how do we transcend the one-dimensional 'our spicy oil brand is really spicy' that we see our competitors doing, and tell a bigger story about living a richer life?"
The result is a montage that utilises Belgian landscape to its fullest, creating a campaign that speaks more to human spirit than many in its category would think of trying.
