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10 February 2020

Boring People

by Andrew MacGregor


L Devine: “Boring People” - 2 mins 32s

Are hairdryers used for anything other than social media subterfuge these days? Apparently not. This L Devine promo is the latest project to skewer image-obsessed millennials, and the lengths some will go to achieve the perfect shot.

Like Apple’s recent ‘Slofie’ ad, director Anna Radchenko’s promo makes good use of the prop department to nail this twenty-first century phenomenon-slash-irritant. It’s an easy target, but there are still laughs to be mined from it.

Thus, we see Devine use hairdryers, desk fans, and a washing machine door, among other things, to remind us why many online identities should be taken with a hefty pinch of salt ("Sit tight, I can put on a show… I can’t believe they fell for it”).


Commissioner: Emily Tedrake
Film Production: Kode Ⓟ Ⓦ
Director: Anna Radchenko ♀ Ⓟ Ⓦ
Producer: James Cross
Production M'ger: Conor Duffy
Executive Producer: Nathan Killham
1st AD: Chris Malin
Cinematographer: Edgar Dubrovskiy
Post Production: Hannah Whitehill (Post Producer) @ Big Buoy Ⓟ Ⓦ
Colourist: Jonny Tully @ Big Buoy Ⓟ Ⓦ

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