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TOOLS : Beyond skateboard crashes

The director barks an order for quiet and the large crew on the Oktobor set obey with a reverent silence as he casts his eye over the lighting. A few seconds later the pre-shoot bustle resumes.

What makes this scene different is that despite the full-on TVC feel of this production, the ad being shot won't be played on the tele. It will only appear on the internet.

For years NZ brand owners have treated the web with a mix of contempt, indifference and confusion. But now many are rushing to get online. And to achieve cut-through in the digital world, some are going as far as throwing near-TVC sized budgets at web campaigns.

This is good news for high-end production companies like Oktobor, who ...

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