Super 8 Obsession

Every once in a while, people ask us about our Super 8 films for Pacifico. Certainly it makes sense for that brand and its gritty off the beaten path essence. And I’m super happy Super 8 and Pacifico made such a great match. Because I think it allows a lot of people here at Creature to not only understand fully and authentically what this brand is about, (a form of method advertising) but it also allows people to brush up against the inherent coolness of Super 8. You can learn a lot about film on a basic level shooting Super 8 and that in turn can influence all forms of creative expression. You think in a different capacity with a camera in your hand.

For me, Super 8 takes me back to my childhood. Yes, before the great VHS or Beta debate there were Super 8 movie nights. Normally at my house they consisted of horribly shot, shaky, dark footage of trivial events like the installation of a new fence. Jumping in the neighbor’s pool or babies with disgusting food on their faces. All without sound. Regardless, there was something cool about that film and quality and warmth it brought out. Those waves to camera at an awkward speed are burned into my head and are as inherent to Super 8 films as the clicking of the projector.

Later in life, I started getting into borrowing my father’s camera for rudimentary claymation films. They were terrible. I had to edit before I shot. Because the shooting schedule was also the story board and there was zero margin for error. Of course there was plenty of error and it almost became a character in these pieces.

Years later, I came across an estate sale in Sausalito. Among the normal plates and clock radios there was an 8mm projector and about 25 films. (8mm is the predecessor to Super 8 and was a non-standardized format.) These films documented the adventurous life of a family in the late 40s and 50s. Some films documented sailing trips from San Francisco to Cabo, some were ski trips to Sun Valley. Others documented camping trips. But most remarkably, these films were beautiful shot and edited into 20 minute pieces. Not the 2 and a half shaky bits I was used to. To me, these were the ultimate Super 8 films. Taking full advantage of the technology of the time and captured by masters. Watching these films brings a feeling of nostalgia that I admire and value.

These films of course became the inspiration for Pacifico, and perfectly capture the nostalgia of that brand. As other people of the agency get involved with Pacifico, it’s great to see how they put their spin on Super 8 and push the possibilities with that simple format.

I of course continue to collect random films to add to my personal 8mm and Super 8 film collection. On a recent trip to Antwerp, (Thanks Tom Shane) I found a group of 8 mm films in an antique store. One is labeled Tangiers 1962 and looks to be about 40 minutes worth of footage. I haven’t watched them yet, but you never know what you’re going to get. I’m guessing camels will be involved. If they are good, I may post a little compilation.

At the same time, here at Creature we are busily preparing for our best and most ambitious Super 8 shoot for Pacifico in Mexico. More on that when it’s done.

- Jim