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Business/Club opens in London.

by Jason Stone


There are several things we know after reading the press release sent by Business/Club to announce the launch of their new London office, and prime among them is that we're going to enjoy hearing more from Tom Berendsen as the Business/Club London story unfolds.

Take, for instance, the aforementioned press release. Having recently heard Berendsen's convincing case for launching with just two directors in person, we were fully prepared for him to set out his stall with a certain amount of panache... but what's this? Made-up quotes from Ernest Hemingway? An admission that only having two directors might sound "sad"?

Having read hundreds of dull, self-aggrandising press releases pertaining to this kind of activity over the years... we've got to tell you, we're here for this kind of 'tude.

"Rosters should be small like the opening of a keyhole, yet big enough to fit the actual key."

Ernest Hemingway (according to Business/Club)


So who are the two directors upon whom Tom Berendsen is placing all his bets?


1. Vedran Rupic

Bosnian-born director Vedran Rupic has a rare ability to manage the twin demands of comedy and visual effects. In this ad for confused.com, for example, the humour could easily be drowned by the reconstruction of a Roman amphitheatre, but in this director's capable hands, it is not.


And if that takes some doing then how impressive is it to manage humour, a big effects-led set piece, and ensure that an important political message lands as well? Take a look at this commercial for Wagamama to see how it's done.


More of Vedran Rupic's work can be seen here.


2. Tom Noakes

Australian born Tom Noakes is the other half of Business/Club London, and he is another exciting talent. In this exciting piece of work for Amazon, he demonstrates his mastery of multi-media while capturing the curious intimacy of reading at the same time.


In the following commercial for Glenlivet, Noakes has pitted his protagonist against a conveyor belt-stroke-existential obstacle course. Does it represent trying to make it back to your seat in a crowded bar with a full tray of drinks? Who knows? But it's very striking visually.


More of Tom Noakes's work can be seen here.

For more on Business/Club London, contact Tom Berendsen on tom@businessclub.tv or using +44 7951 754300.