One of our favorite things about the proliferation of Web video is that it gives us the opportunity to see more shorts and commercials by cool directors. A group that has really mastered Web video is the Directors Bureau, a consortium of filmmakers that includes Sofia Coppola and Nash Edgerton; the latter has produced a small, clever gem: Bavaria Stuntmail.
Sponsored by the Dutch beer Bavaria, Stuntmail is a promotional site that features real stuntmen getting hit by cars and being set ablaze — in videos you can personalize and send as e-mails to your friends.
The 21st-century Hallmark-card equivalent of an interactive arcade game, Stuntmail compresses the roller-coaster thrill ride of an action movie into a 30-second clip. Edgerton, a stuntman himself, knows how to exploit Web video with a gleeful inventiveness that recalls the animation heyday of “Tom and Jerry” and “Looney Tunes.”
“>WATCH a Bavaria Stuntmail sample video
“>WATCH another Bavaria Stuntmail sample video
“>SEND your own Bavaria Stuntmail
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