Showreel
A selection of work from the last 12 months of motion, directed by Jo Sidey. For full length motion examples see below or get in touch.
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DIRECTED BY JO SIDEY
Captain Morgan
Jo Sidey was commissioned to create the new brand visual look for Diageo’s Captain Morgan rum. Jo shot the stills and directed a whole library of asset sunder the title ‘Ugly Delicious’.
Ugly Delicious is at the heart of Jo’s work. The aim is to make the viewer want to dive in and devour the subject. In order to make that happen - there needs to be humanity within the image, it needs to be believable. The 'ugliness' is what makes it delicious. It is the most authentic part, the reality that holds it all together. Unapologetic, unconscious, true to life, indulgent, irresistible and engaging. This is at the heart of this series of Captain Morgan campaigns.
CO-OP
Tone: Delicious. Playful. Sunshine.
DELICIOUS: These images stop customers in their tracks and encourage them to indulge, invite people over, and share the big hitter classics that make all our mouths water.
PLAYFUL: We capture playful moments and eccentric movements that add a dynamic interest for the viewer, without feeling too contrived and perfect.
SUNSHINE: We evoke the feelings of warmth, excitement. authenticity and possibility of British summertime. Never missing a drip - freezing moments in time and creating lasting memories with Co-Op.
Popeyes
What could beat crispy, fresh, hot fried chicken full of crunchy big flavour? Jo’s work for Popeyes combines technical ability to show every detail, whilst celebrating imperfections and realness that make these products so indulgent and cravable.
Stop-Motion.
Capturing movement in stills is one of Jo’s specialties. Stop Motion animations or ‘Gifs’ lend themselves perfectly to Jo’s work.
Creating these short motion clips takes an experienced eye and planned direction, but when these are simple and well considered they are extremely satisfying. Here are some of Jo’s favourite examples of recent work.