Blackberry has developed a technology for fast and easy sharing of all your content by tapping two NFC-enabled devices together. Aimed at Blackberry’s youth demographic the 3 virals centre on sharing pictures, music and BBM. Reuben’s sense of humour shines through the live action and the batman inspired ‘Just tap’. And there is also a very deliberate nod to the award winning Weiden & Kennedy’s Old Spice campaign in there which Reuben wanted to play with. Working direct with Blackberry enabled Reuben’s ideas to be the main thrust of this quick turn-around campaign and for him to be involved creatively throughout the project, from directing and scripting to the music and even voices.
Of the films Reuben says: ‘It was great to direct something both fun and silly for a brand that tends to have more serious advertising’
Reuben is a Londoner and he studied at the Chelsea College of Art & Design. He’s an Animator and live action Director, an illustrator and a talented musician and his work has a strong comic bias that runs through it.
In late 2010 Reuben and Raf Riley uploaded ‘Being a Dickhead is cool’ onto Youtube. Just 2 days later it had 1 million hits; it now stands at just under 8.5 million. Since the Dickhead phenomenon Reuben has worked with Ministry of Sound on their 18th Anniversary celebration with the Streakers project and BMB for the viral of Findaproperty ‘Granster’, for which he directed, wrote and rapped the song.
At the beginning of this year Reuben worked with O2 on a viral called ‘The Great Network Mystery’ that explains how phone calls are made – by whispering Ninjas! He has also directed videos for Diplo, Etta Bond and Velvet Stream and illustrated album sleeves for artists such as Get Cape Wear Cape Fly and Etta Bond x Raf Riley on Labrinth’s Label Odd Child Recordings.