Split the Screen

Who doesn't remember last year’s Nike commercial "You Can't Stop Us"? By joining two different sporting events on both sides of the screen, Nike underscored the commonalities shared by athletes around the world.

Many claimed the commercial was “exceptional”, and I'm definitely not disputing that. However, Nike was far from the first to implement this concept. Looking at the history of the 'split screen' concept, you will find out it goes all the way back to 1898.

Besides technical reasons for using split screens, my question is: What is the underlying meaning of applying it to your film or advertising? Does it contribute to the message or is it just a way of showing off?

One of the purposes this concept could serve is to create completely new and unique interpretations. The song Go Up by Cassius and Pharell Williams is about: "Everything that can lift you up, whether it’s religion or sports or sex or drugs, or whatever else." By matching two seemingly unrelated images in one frame, the director Alex Courtès tried to meld these notions into new uplifting experiences for the audience.

Sometimes, split-screen is the story. And in this case a love story. An experimental piece that was already created in 2011, a year when Nokia was still an important player in the mobile market.

And since the pandemic, you are probably looking at split screens on a daily basis. When was your last Zoom Call? 

The two sides of a split-screen can also exist in different time-zones. The beautiful Music Clip Love You Like You Hate Me shows a relationship at different stages, at the same time. What begins as an exciting new romance, now approaches the brink of expiration. Love turns to fear and fear turns to heartbreak.

Besides communicating two different passages in life, you can also showcase two desirable situations that can be enjoyed at once.

Matching the movements of both sides of the split screen can be difficult and time-consuming. The director Chris Applebaum, however, took the challenge of combining 2 continuous shots (one take without cuts) to create a music clip for the band Semisonic. As you will see it's all about timing. And with these words, it’s time to close this newsletter.

See you next month!