James Rouse puts the camera in actors' hands for commercial

Outsider's James Rouse directed this two-minute webfilm for the UK's ZOO Magazine, via Mother/London. The spot features two guys given £10,000 to create an ad for the mag. Instead, they use the cash to see how far they can get in a cab. Once they find a willing cabbie, the money takes them all the way to Marrakech. The Marrakech jaunt is part of a larger Rouse-directed campaign featuring the two adventurous lads.

Zoo tv - Taxi (2006) 1:20 (UK)

From Director James Rouse: "The original approach featured scripted dialogue between the two characters. I preferred to do it for real and I wanted them to film it themselves. The surprises you get along the way can be very exciting – and terrifying, but a bit of fear is good. Traditionally, you would have shot in London, cut, and started rolling somewhere else. We actually offered cabbies 10,000 pounds, and you'd be surprised how many turned it down. 95% of what you see was shot by the guys. I monitored them, and every so often I'd prod them and direct them – they said I'd prod them with the 'Rouse Stick,' waking them up, forcing them to keep going, learn languages, to keep their trip filled with energy. It was a boot camp of sorts, how to get the most out of travel. We traveled four days from London to Marrakech, ending up in the most ridiculous places. Finally, we made it to the main square in Marrakech, which is one of the most exotic places ever, and hopefully we captured the essence of this adventure."