Darkroom (Partizan)

Interview with Matt Tucker

- Can you tell us a little bit about what you do and your role within Darkroom?

M: Darkroom was created quite organically; I came to Partizan UK in 2000 and worked in Music Videos for the first three years and then worked for Commercials for a couple years. Then, for the last 2 years I have been concentrating on non-broadcast advertising, like Virals, with a major interest in creativity over money. The idea was to really value the creative side more than worrying about a budget.

- What would you say are the similarities or differences between Partizan and Darkroom?

M: I think that Darkroom was really a reaction to the current industry.

Partizan started off doing Music Videos and has a pretty formidable Commercials department, but there seemed to be a gap opening up between these two and that’s where Darkroom seemed to fit in. Its’ great because it is a fertile place in terms of being creative and allows us to experiment more than the other two departments can do. With the technological explosion, there are so any more ways to communicate with people and convey a brand message so we are always looking for new ways to engage people. When Darkroom work on a project, we appear much earlier in the creative process than Partizan might. We try to create a conversation between our clients and we have the room to try and make the project stand out and be slightly different or engaging without the worry of risks being massive.

Youtube : X Box - Barney Howells

- Would you say that darkroom has an artistic style that all your directors follow?

M: I would say that it’s completely the opposite, we try to keep it ideocentric, whereby the idea is central to the production and it’s not just about a certain type of image we have to portray for our clients.

- Can you tell us about some of the artists you have onboard?

M: I work with a lot of promo directors like Team Stush, Chris Cairns, Saam Farahmand and Holly Evans.

Youtube : Viral Insanity - Saam Farahmand

These guys are some of the most prolific promo directors here in the UK at the moment and it’s great to be able to provide them with Darkroom as a mental space and platform to get their work shown. One recent signing we have is a commercials director called Barney Howells and he is definitely one to look out for in the future.

- So does that mean Partizan gives you free reign on all your projects or do they have some creative control within the process?

M: So far, I haven’t run into any problems in that respect yet. I am finally getting to do something that I have always wanted to do, work in a way that is new, fresh and exciting.

Youtube : Diesel - Rozan & Schmeltz

- What projects have you just finished and what do you have planned for the near future?

M: We recently finished a project for Sony Playstation, Xbox360, MTV and numerous record labels and artists, like Groove Armada. In 2007, we have turned over a lot of projects and hope to continue so in 2008. Chris Cairns has just finished a project with the Scratch Perverts called “Heads” and it’s really going to be something special. It’s also in association with Pro X Fader and is something good to look out for from us soon.

Youtube : Playstation - Barney Howells

Website : Darkroom

Written by Selph