Brief introduction of Gao Xiaolong

Mr. Gao Xiaolong has been engaged in the creative design and production of film and television advertisements since 1992, and has created and produced hundreds of film and television advertisements for more than ten years. In recent years, the film and television advertising works directed by Gao Xiaolong have won many awards in various advertising competitions in China and around the world.

Chinese name: Gao Xiaolong.

Nationality: China.

Place of birth: Xi 'an

Date of birth: 1965

Occupation: Director

Major achievements: Moby Advertising Award for Best Creative Spirit in America.

IAI Yearbook Award for Excellent Advertising Works in China

Academy Award of China Advertising Association

Taiwan Times World Chinese Advertising Award

Representative works: the short film of the opening ceremony of the 2008 Beijing Olympic Games and the image film of Global Communication.

all one's life

Gao Xiaolong grew up in a film family, and his parents are both employees of the film factory. Because of environmental reasons, nature has a lot of love for movies. Every day in the film factory, I will know what to do after watching more. Gao Xiaolong's parents are artists, and his childhood environment is very favorable to him. But everything depends on yourself; He also passed the film academy, but there is no following. /kloc-When I was 0/8 years old, I had a strong sense of independence and was eager to do what I liked. At that time, he was wandering around the film studio and saw a director, who was very envious. Since then, the career of directing has become his lifelong wish. Xi 'an Film Studio was particularly popular in the 1980s, and there were a steady stream of good films. Because Gao Xiaolong is the child of a factory worker, he successfully became a student of Xi Film Studio Technical School. But he has no interest in what this school has taught him. I was busy in the developing workshop for a period of time, and soon I entered the factory director's office through the back door, starting with the factory record, and then I met Zhou Xiaowen and became his first teacher.

After becoming a director, the phone call of Han Jiaying, a graphic designer from Shenzhen, changed his life track. He/KLOC-0 came to Shenzhen in 1990.

Gao Xiaolong, who has never received a strict film education, has made great efforts in his own understanding. When he first came to Shenzhen, he did propaganda work in Shenzhen Vanke Culture Communication Company. In the 1980s, karaoke was popular all over the country. Vanke culture tried to find its own way out in business and decided to make some local karaoke songs. Gao Xiaolong's experience brought him opportunities. At that time, he was very creative, and he designed and shot a lot of karaoke tapes, which was appreciated by his friends. Once a singer asked him to shoot MTV, but the money was not enough. The singer took out all the Hong Kong dollars, bankbooks and all the pocket money. Gao Xiaolong was moved by his sincerity, so he paid 500 yuan to shoot for him.

In this way, Gao Xiaolong gradually got the feeling of filming. 1992, he played the role of a pearl shadow and started his real advertising career. Needless to say, he was at a loss at first and didn't know the pain, but the longing for tomorrow made him feel good.

In Guangzhou's advertising industry, Gao Xiaolong is famous for his temper. It is said that he acted like a local rich man on the set and drank too much, which made the prop staff tremble when they heard him shout. Later, I saw some of his essays on some materials, and I felt that this person had some connections. Not only made achievements, but also made temperament.

Play songs in gray, blue and green.

In the early 1990s, Guangzhou CF advertisements were dominated by white horses, and batches of advertisements with beautiful timbre, pure pictures and attractive sounds flooded the advertising market at that time. White horse advertisements are busy in groups A, B, C and D. Foreigners like Gao Xiaolong almost came to the door of TV advertisement creation, and everyone asked, "Where are you from?" .

Without qualifications and background, Gao Xiaolong just walked out of his own way with a bold love. Before 1995, Gao Xiaolong did almost nothing for three years; From 1997, there has been a qualitative leap. An advertisement of Ipoh mineral water "Crab Monkey Slice" called "The Emergence of Gao Xiaolong" made peers sit up and take notice. The film adopts gray-green tones and vibrant colors, and adopts the most common grocery store on the streets of Guangzhou as the scene: an old man is expressionless and a middle-aged man is running in a hurry. Through the opening sound of the bottle cap and the different reactions of the two roles, the theme of this advertisement appeal is interpreted as relaxed and happy. Many people were surprised to see the film. This is the response of Guangzhou TV advertisement under the influence of the sweet and greasy style of Baima advertisement. Gao Xiaolong's dynamic and fresh pictures make Guangzhou's film and television advertisements easy. Ipoh Pure Water Encountered and won 1997 Bronze Award in the 5th National Advertising Appraisal Committee, Silver Award in the Advertising Appraisal Committee of China Advertising Company and Bronze Award in Guangdong Advertising Appraisal Committee. Then, he filmed the New Year's Eve of New Dazhou Motorcycle, Golden Home of Vanke Real Estate, Sina.com's Office, Blue Ball, China Bank, China Unicom, Weige Health Food and other works with obvious Gao Xiaolong style. It should be said that the Jiang Wen version used in NSW is successful, but there is something wrong with Jiang Wen as the spokesperson of this product, and the whole advertisement is quite eye-catching in the director's performance.

1996, 1997, 1999, he spent three years advertising Ipoh in continuous shooting, and made it a symbol of Gao Xiaolong.

ancient official title

Anyone who has met Gao Xiaolong will deeply feel his height. Once, I interviewed Liu, a media expert, and went up the stairs on the fifth floor of their house. Liu said to him, "You can go up the stairs!" I said, "Of course," he said, "the last time Gao Xiaolong came, he just went to the next floor." I said, "Really?" Liu said, "That boy is really too fat." It is really fat. The first time I saw him at Holiday Inn Kyoto, Beijing, I was impressed that I didn't expect him to be so tall. I couldn't find him in the hall, so I called him. He said on the phone, "I am the fat man you saw." When he walked into the lobby, I shouted "Gao Xiaolong", so we met. Afterwards, he said, "How did you recognize me at once?" I said, "Your appearance is too obvious." "Fat man!" I don't know who started calling him that, but this kind and natural name gives us a better understanding of Gao Xiaolong. Doing things is absolutely professional, and his natural temperament can only be felt by people who are artists. Although Gao Xiaolong only has a high school diploma, what he has done has reached the level of an expert. He said, I am different from many other directors. I'm not from the Film Academy. If they are academic, I am a private school. I don't have as many rules as they do, but I have my own characteristics. I can succeed in this circle because of my own understanding. There is not only such an impulse, but also a lot of thinking. From 65438 to 0988, he founded a magazine called Shadow Talk, which contained many topics of "commercials". The design of this magazine is a little modern, and the words appear in traditional Chinese and English catalogues, showing an international perspective. Judging from the contents of the magazine, there are more fragments than a beautiful article; Besides, judging from the arrangement of the pictures, it is very stingy and has no features, which is really unlike Gao Xiaolong's style. It's a pity that this magazine was closed after only two issues.

Judging from this magazine, Gao Xiaolong is very passionate. He said that the film talk is based on the development of the film production industry in Guangzhou, thus promoting local advertising companies, advertisers and local outstanding producers to deepen more understanding.

This magazine introduces the excellent advertising directors in Guangzhou. You said everything, and I said a lot, which played a role in giving friends a place to talk, and also showed Gao Xiaolong's strong sense of mission.

Making movies to make money, starting a company and running a magazine, Gao Xiaolong naturally doesn't want to be kitsch, but more shows his admiration for fine products. He has an uneasy heart, that is, how to become an excellent director and how to create excellent works has become his restless power. His so-called "singing" is to communicate with friends more, talk about inner feelings and talk about phenomena in rivers and lakes. "Song of Flying Dragons" is one of the columns, which can also be said to express one of his thoughts. Now it expresses Gao Xiaolong's thoughts more.

Walk on three legs

Gao Xiaolong cooperated with friends to open an advertising company earlier, and finally parted ways because of business relations; I set up Gao Xiaolong Film and Television Production Company, focusing on my own brand development. In fact, he is not a business person, just because he has entered such a circle, he has to find his own development direction. He said that advertising production must be a major business content. As the main body of the company, he can do a lot of things. On the one hand, he is a customer who comes here with great admiration. On the other hand, he is cooperating with international 4A companies. In this respect, he feels that international companies are standardized, giving directors a lot of room to play, and the process is clear in all aspects. In 2000, he and Delta High co-produced an advertisement for Crest, which was well received by everyone, indicating that a good business process is very important. As a professional director, Gao Xiaolong's goal is to shoot the best works (of course, there must be a good market reaction). Sometimes individual directors will be separated from the company in order to be more pure. Gao Xiaolong said that he was not a businessman. After several years, he didn't know how to run a business and only did what he liked. He also has a habit of not making feminine products, shampoo, sanitary napkins and three-dimensional products. He said that our generation didn't know what shampoo was like until they were 20 years old, and they couldn't beat the directors in Hong Kong. Domestic works all show the cleanliness of hair, or dandruff. It's hard for us to have a new feeling when we are swaying from place to place. Why don't we do 3D? Because we have no confidence in domestic 3D. We were born to eat fortified baby powder, and we didn't know what hand sanitizer was until we grew up. We are not sensitive to these things by nature, and it is definitely impossible to speculate on a concept. Our generation has no lessons to learn from, no shade to use, and it is completely the carrier of trees.

At present, being a director is much more meaningful than being a company boss. Over the years, Gao Xiaolong has formed a certain pattern. As a creator, if he can't do his job well, his life will be hard. It's not about money. He always wants to keep the consciousness of making fine products in his mind, and sometimes he really doesn't know what the cost is. Zhang Yimou gave him 800,000 yuan to bid for the Olympic Games, but he spent 165438+ 10,000 yuan. This is a sense of mission. Sometimes I am willing to lose money for my own image, because I can't control it at that time.

Persistence is related to compromise. Everyone with ideas wants to do something, but it is difficult for ordinary people to balance in the face of the temptation of the market. Some people regard specialty as a craft and have no professional accomplishment. What does a craft depend on? Relying on physical strength, professionalism depends on spirit. Gao Xiaolong absolutely needs spirit.

The sense of crisis comes from the heart

I don't know when it started, but the sense of crisis began to emerge from people's hearts in the 1960s. When their youth is not over, they have reached middle age, but their hearts are still so young. They always stand on the threshold of this era, looking around and hesitating about their ideals. Youth disappeared in the blink of an eye, and youth began to appear in the next generation they expected. A kind of persistence, a kind of crazy love, and a kind of questioning about life are rippling in my heart. Gao Xiaolong has too many ideals, and his sense of mission can be seen from his pursuit. From twenties to thirties, this is the most important decade. The world has changed so much in ten years that one can realize or disillusion one's own ideals. In other words, Gao Xiaolong has transformed into an advertising director full of personality in ten years. After ten years of blows, Gao Xiaolong has felt more and more crises. He even regretted being named Gao Xiaolong Film and Television Production Company. Why? This stems from his demands on himself. He doesn't want to lower his creative level. If he wants to maintain a certain level, he must take photos moderately. He accepted the film on three principles. One is that the film should be creative, and the other is that the film is what he wants to shoot. He never makes movies against his will, so many people call him by his name. He closed many movies, but he didn't have time to do them. Some movies had to be done. Gao Xiaolong is considering selecting new troops, but it is hard to find such people now, and Gao Xiaolong must personally command them. On the one hand, we must maintain a high level of creative standards; On the other hand, it is a dilemma to follow bad ideas. Gao Xiaolong only picks up three movies a month, and he is absolutely single-minded after taking this movie. He doesn't want to shoot this movie here, and think about the later stage of which movie there. How to do this well? The number of three films a month is completely guaranteed. With the deepening of shooting, the demand for quality is getting stronger and stronger, and this sense of crisis is also stronger.

The movie is a dream.

Nine-year-old Gao Xiaolong made a film, and it can be said that he had an indissoluble bond with the film since he was a child. Although it is advertising now, the opportunity still comes from movies. It is because of this film that he has such an opportunity to enter the circle of TV advertisements and become a well-known advertising director today. In fact, I still dream of making a movie to meet my inner needs. When he was still in the Western Film Factory, Gao Xiaolong, the son of the film factory, worked as a reporter and deputy director from the developing workshop to the director's office. Although he has never made any influential movies, he is familiar with all the technical processes of making movies, which has laid a solid foundation for his future development. He has been full of infinite love for movies since he recorded in the Western Film Factory. He once learned a lot from his mentor Zhou Xiaowen, which became his main technical source in the future. Although he stayed in the film factory, he didn't have a chance to make a film. 1990, his movie dream was shattered. In order to find a new living space, he went to Shenzhen at the call of his good friend Han Jiaying. Ten years later, Gao Xiaolong became an advertising director, not a film director. In fact, he is not very happy. Movies have always been his dream. He said: If I go to Beijing instead of Shenzhen, then I will be another Gao Xiaolong, a completely movie-making Gao Xiaolong. He wants to make a movie in his heart when he is old. Why does he want to be old? He said he couldn't explain it clearly. Western studios once asked him to make a film about love, but he turned him down. He wrote a resignation letter of several thousand words, the main sentence of which was "I can't afford to lose". Why, he doesn't want to make a film that is not his high level. He wants to take a picture of his heart. Gao Xiaolong, who is busy shooting advertisements all day, can't see his sense of crisis, let alone the love in his heart.

cinema/movie advertising

Advertising to movies, this is just an artistic means in advertising. Advertising and movies are actually two different things, and they are only differences in technology and concept. Many technologies in advertising are taken from movies, and the way to deal with the tone of movies endows advertising with survival. First of all, it is necessary for an advertising director to understand the purpose of advertising, that is, its identity, the concept of promoting products and the brand of products. Gao Xiaolong said that some advertisements of P&G have gone too far, and their performances are always so messy and without any originality. Therefore, a good advertisement must have creative elements, that is, good creativity and good creative performance.

And movies tell stories, not plots. In fact, a commercial film itself is to sell it as a product. Whether this film is successful in the market depends on the content design and plot design of your product. For a commercial film distribution center like Hollywood, the film has been completely packaged. When to cry, when to laugh, when to have a personality conflict, when to ask for a police car and so on. These are all designed in advance, so that they can become good "products" and succeed in the market. The film itself is a product, and advertising is to promote the packaging and behavior of the product. It is to establish a self-image principle through shouting and push it to the extreme, thus entering a convincing height. Advertising is a powerful persuasion. It can be said that one is telling stories and the other is telling concepts; One is the product itself, and the other is the story attached to the product.

Although Gao Xiaolong hasn't told a story yet, he has become an expert in describing conceptual behavior on the way of talking about concepts. He said that artistic feelings and business purpose mentality should be balanced, so that we can know where we are going. The technical reference value in advertising is easy to learn, but everyone's style is impossible to learn, that is, style. This kind of thing is extremely personal and needs a person's talent. Peng, the master of Asian advertising director, is unparalleled. He treats cost and cycle as nonsense. All the people who used to be on location and the whole film crew are here. Suddenly decided that this place was not good, saying that there was a good place in Japan, so the whole crew went to Japan again, and the management was very casual. But the film he made was really successful. The bamboo forests and wheat fields of China Bank are obvious to all. Some people say that he once made a film for a company, but as a result, the company leapfrogged and the customers were a great success. Gao Xiaolong said this is something we can't learn. He said that Peng's films have the painting style of the former Soviet Union, which is his special fascination. He said that he had thought about whether we should go to Russia. Gao Xiaolong has a strong sense of pictures. Speaking of the narrative language of advertisements and movies, he said that one is the accumulation of 2 seconds, and the other is the infection of 1 hour. The situation is so different. Movies have cause and effect, but advertisements have no cause and effect. As a movie, a 2-second camera can stay still, but advertisements don't have this time. Advertising must mobilize all factors to express the meaning clearly in the shortest time. For example, advertisements are "ready to stop" and movies are "ready to stop", which is an important difference in time. These experiences are all explored in practice.

Experience the Olympic bid propaganda

Today, the Olympic bid was successful. Looking back on the day and night of the Olympic bid, Gao Xiaolong was particularly excited because he personally participated in the creation of the Olympic bid advertisement. In August last year, the famous director Zhang Yimou began to prepare the advertisement for the Olympic bid. This is a complicated job, which needs the cooperation of many people. It's a challenge for Zhang Yimou. /kloc-The creative team of 0/50 people lasted for three months and took five minutes. In order to ensure the quality and high-level effect, Zhang Yimou is divided into four creative groups, and different advertising directors are selected to create. Thanks to a friend's recommendation, Zhang Yimou saw Gao Xiaolong's film and said, "There is nothing wrong with this director", so Gao Xiaolong began to create the film for the Olympic bid. The theme of his group is "New Beijing, Great Olympics", so now we can see teenagers playing with pulleys, old people in Zizhu Academy, roller skating, beach volleyball, the Temple of Heaven on the subway and so on in the Olympic bid film. These are the efforts of Gao Xiaolong. Gao Xiaolong said that it is very meaningful to experience the Olympic Games itself, and he wants to contribute to the country through his own efforts. Gao Xiaolong shot more than 40 notebooks for this film, and shot it with two cameras for more than a month. The total cost is 165438+ ten thousand yuan, far exceeding the budget of 800 thousand yuan. After the film was finally handed in, the evaluation was "this group is the most serious, responsible and best." This is also Gao Xiaolong's consistent practice, making wonderful, not afraid of any resistance. Gao Xiaolong believes that this money is very valuable, and it is an honor for China people to experience the Olympic bid. Just as the task was completed, at the request of Zhang Yimou, Gao Xiaolong took several more shots in Guangzhou, in which the pulley boy showed the Olympic enthusiasm of an ordinary China. Powerfully completed, this may be the most important movie of his life.

Nobody taught me how to do it.

Gao Xiaolong is a director without professional training. He absorbed nutrition by his own understanding and various books. Gao Xiaolong often goes to Hongkong and spends as much as 50,000 to 60,000 yuan on books every year. In his words, books at home are like the ocean. A person with only a high school diploma is completely shrewd to achieve such achievements today. Now he has a lot of films every month and needs a lot of work to deal with them. What should I do when the reporter asks him if he is a little bored or can't do it well? He said he was really annoyed, but he didn't feel bad yet. If one day I really feel this way, it's time to quit this business. Nobody taught me how to do it for so many years. Everything is my own feeling. Gao Xiaolong likes children very much. He said that maybe something will be shaken for the sake of children in the future, which is a last resort. Now that we have everything we need, the most important thing is to do something, maybe for the children, maybe for ourselves. A real man can't help being immersed in love. Facing Gao Xiaolong, you see a deep feeling coming towards you.

Personal glory

Senior advertising designer title

Director of Business Creative Committee of China Advertising Association

Visiting Professor of Guangzhou Academy of Fine Arts

Professor and master tutor of Beijing Film Academy.

Executive Director of Shenzhen Advertising Association

Director of Guangzhou Advertising Association

Top Ten Creative Producers of Advertising in China in 2006

There are 30 most influential advertising directors in China.

Top Ten Film and Television Advertising Directors in China in 2009

Judge of the first CCTV International Advertising Awards Advertising Festival

Judge of China District, New York Advertising Festival, USA

Member of the jury of the first creative advertising competition.

The 8th China Advertising Great Wall Award 1 1- 13 Member of China.

Member of the 9th Guangdong Province-14 Excellent Advertising Selection Committee

Judge of South China Division of China University Student Advertising Art Competition

Some works

20 10 general director of China national image propaganda film

20 10 general director of Chengdu city image propaganda film

In 2009, he was the general director of the image advertisement "Chair" of China CCTV.

Director Design of Video Studio of Directors Group for Opening and Closing Ceremonies of 2008 Beijing Olympic Games

Director of the short film "Footprints of History" for the opening ceremony of the 2008 Beijing Olympic Games.

Director of the short film "Pen and Ink" for the opening ceremony of the 2008 Beijing Olympic Games

Image Director of "Rite and Music" at the Opening Ceremony of the 2008 Beijing Olympic Games

Image director of the cultural performance Starlight at the opening ceremony of the 2008 Beijing Olympic Games.

Director of the short film "Gathering" for the closing ceremony of the 2008 Beijing Olympic Games

In 2000, he was the executive director of Beijing's "Olympic bid" propaganda film.

In 2002, executive director of the propaganda film of Shanghai World Expo.

The honor of the company

Top 50 Most Creative Advertising Companies in China

Thirty excellent film and television advertising companies in China advertising for 30 years

Top Ten Advertising Creation Units in Guangdong Province

Guangdong province top ten advertising company

Executive Director of Shenzhen Advertising Association

Director of Guangzhou Advertising Association