Director: Emile Sornin

Original Feature in: Promo News

David Brent immortalised the boss you love to hate in The Office, that boss that you’ve all had at least once. In Disclosure’s ‘Grab Her’, Emile Sornin returns to the scene creating the boss who is so dislikeable everything he touches is physically repelled. Continuous laugh-out-loud moments lead up to a climax that can’t help but put a smile on your face.

And as always with Emile there is an air of ‘how the…?’, as a mix of post production and on set tricks confuses the senses… We caught up with Emile to find out about his inspiration for the promo, how important the cast were and his love of British humour.

Word Is Cheap: The boss character is portrayed perfectly. Were there any influences when creating him?

Emile Sornin: The influence was clearly Ricky Gervais in “The Office”, i think is the funniest man in the world.

Comedy can at times be very hit or miss, did you have any apprehensions with the concept?

Not at all, when we found the main character (Jean-Baptiste) I didn’t have any apprehensions because he was really funny during casting. He was able to bring to any gravity trick to the next level.

As always with your projects, post production plays an interesting and important role. How much of the effects were done in camera, how much was post?

Well a magician can never reveal his tricks. But most of the effects weren’t too hard to make, aha.

The desaturation of colour is key to setting the tone and the (late 70s/early 80s) period. Why did you set the video in the past?

It’s not a matter of temporality. I think I just love 70’s gear and aesthetic, and it matches perfectly with my concept (telephone with wire, big computer etc…)

You’ve worked with a series of interesting British artists who, like your promos, are very different from each other (Alt-J, Dizzee Rascal and now Disclosure). Has this been intentional? Who is next on your wishlist?

I’m really influenced by British humour, so that’s why it works well with English bands or artists. There is something absurd and second degree in English humour that I really like… Every one knows that Monty Python are the best in the world. They create the best jokes I ever saw.


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