Hornet director Yves Geleyn collaborated with Carmichael Lynch to produce Arla Food's first-ever, fully integrated US campaign. This was a unique experience as it not only asked Hornet to direct the films but also act as key players in front of the camera for the launch. The campaign asked kids if they knew what rBST or Xanthan were (key ingredients often found in competitors dairy products.) Unprompted and unscripted the kids described these chemicals as terrible monsters descending on the earth. Through the use of storytelling and the kids' own drawing and descriptions, our directors helped bring these characters and fantastical stories to life.
To see the rBST films by Dan & Jason click here.
Yves Geleyn is a storyteller to his core. He possesses not just a wide range of creative styles and techniques, but also a profound devotion to exposing the small truths that make any story worth telling. For him, technique functions to support the story, not the other way around.
Luckily, Yves is a true master of both. He has a giant toolbox of techniques, but his innate instinct for unearthing the finer details is what makes his work so powerful.
Maybe it's because the details of his own story are so interesting in themselves. Yves was born to a German mother and a French father. His childhood was defined by a mosaic of moveable homes and travels, growing up in Britain, France, Germany, plus adventures around the world. His world was an empty canvas, where he was able to funnel his curiosity—arguably Yves' most defining personality trait—into whatever inkblot-shape his passions du jour led him to. He attended rugby school. He attended culinary school. Eventually, he discovered the world of graphic design and motion graphics and fine art.
Yves is a self-admitted perfectionist. From start to finish, he’s hands-on. By intimately knowing everything possible about a subject matter, he’s able to create an almost subterranean story below the main narrative—something not everyone can see at first, but that they can feel in the finished work. And the finished work has a simple, sweet, timeless quality - like poetry.
Over the years, Yves has directed numerous short films and commercial campaigns that have earned him industry awards and major international recognition. His work Monster in the Closet explored the subject of safe gun storage with a powerful and haunting story. His 2014 holiday spot for UK retailer John Lewis, The Bear and The Hare, took the festival circuit by storm and still receives applause from all sides of the industry to this day. His 60-second spot for McDonald’s, Always Working, was aptly indicative of Yves’ quest for perfectionism; he and his team of fifty people spent 12 intensive weeks to bring the spot to life. The 2017 short for Cabrioni was a feel-good tale that showcased Yves’ ability to weave together multiple animation techniques. And his work for Frooti was a testament to his ability to create an entire story from scratch and turn it into a colorful universe all his own, yet relatable to all.