During the four years he spent learning his craft at Industrial Light, Fincher was involved in the animated feature Twice upon a Time, worked as assistant cameraman and optical effects person for Return of the Jedi, and produced matte photography for the 1984 hit Indiana Jones and the Temple of Doom. Fincher was just twenty four in 1987, when he left Lucas' employ to direct television commercials, his first being a anti-smoking ad for the American Cancer Society. From commercials, it was a short step to music videos. Noted for his edgy style and sense of innovation, Fincher's ads for Nike, Coca Cola, and Levi's feature dark, high-action visuals and a driving soundtrack, giving them a distinct, cutting-edge style that has since become much imitated. Particularly noteworthy were his Super Bowl spots for Honda, which broke new ground in auto advertising, dispensing with the traditional chrome shots and creating a scenario positing a sinister character in hot pursuit of a couple driving Honda's latest sports coupe.
Fincher's music videos capture the same offbeat energy as his commercials, particularly those for Madonna's "Vogue," Aerosmith's "Janie's Got a Gun," the Rolling Stones' "Love Is Strong," and former Eagle Don Henley's "End of Innocence." While audiences may relish the videos' evocative qualities, Fincher remains far more dispassionate.
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