_the Challenge
The client approached us for a full creative pitch, DP treatment and execution of three films showcasing a new product - 24h medical patches helping with back pain. But we had to shoot it all in one day.
The client approached us for a full creative pitch, DP treatment and execution of three films showcasing a new product - 24h medical patches helping with back pain. But we had to shoot it all in one day.
_the Creative
These films had to feel like they belong to the world of social, have strong storytelling (universal enough to be understandable without voice lines OR titles (yet of course final assets have titles). The approach to the stories was to make them naturally relatable, funny, and with subtle layer of social commentary, so they're pieces of meaningful advertisement.
The chosen look was my concept of "elevated social" - something that's equally far from TVC unreal perfectionism (therefore feels fake) as it is from random social content (therefore doesn't look great). "Elevated social" is something a talented content creator could do. Something that'd come from the hand of a DP conscious of their choices to craft something that looks realistic, but beautiful realistic. Like you're casually walking to the kitchen and everything just happens to look good (except we made it happen, shhh...).
These films had to feel like they belong to the world of social, have strong storytelling (universal enough to be understandable without voice lines OR titles (yet of course final assets have titles). The approach to the stories was to make them naturally relatable, funny, and with subtle layer of social commentary, so they're pieces of meaningful advertisement.
The chosen look was my concept of "elevated social" - something that's equally far from TVC unreal perfectionism (therefore feels fake) as it is from random social content (therefore doesn't look great). "Elevated social" is something a talented content creator could do. Something that'd come from the hand of a DP conscious of their choices to craft something that looks realistic, but beautiful realistic. Like you're casually walking to the kitchen and everything just happens to look good (except we made it happen, shhh...).
_New Dad
He simply wants to enjoy his tea (splash of milk, no sugar), but when the baby monitor wakes up, he knows what kind of day is coming. Prep yourself with 24h patch, kiss your partner goodbye as she dashes to the office - welcome to the day of a new stay-at-home dad!
Everything is a mission, and each deadline is 30 minutes ago! Some chores are challenging, but you're doing your best, accompanied by your green dino buddy. And when it's all done, it's finally time for a nice cozy cup... scratch that, baby monitor wakes again!
He simply wants to enjoy his tea (splash of milk, no sugar), but when the baby monitor wakes up, he knows what kind of day is coming. Prep yourself with 24h patch, kiss your partner goodbye as she dashes to the office - welcome to the day of a new stay-at-home dad!
Everything is a mission, and each deadline is 30 minutes ago! Some chores are challenging, but you're doing your best, accompanied by your green dino buddy. And when it's all done, it's finally time for a nice cozy cup... scratch that, baby monitor wakes again!
_Gamer
Another day of WFH. Spreadsheets, calls, compulsory training, meetings that could be emails, chaos. You do your best to fit in off-screen breaks, a walk (more like Pret-Take-Away run) and some exercise - but what you're really thinking about is an evening gaming session with your mates and streaming for your supportive community!
Another day of WFH. Spreadsheets, calls, compulsory training, meetings that could be emails, chaos. You do your best to fit in off-screen breaks, a walk (more like Pret-Take-Away run) and some exercise - but what you're really thinking about is an evening gaming session with your mates and streaming for your supportive community!
_the Product
Somewhere in between figuring out how to direct and shoot so much content in a day, curate every item in each frame whilst making it feel like it's been part of this home forever, having plans B&C for lighting independent of weather, finding a way to pre-light both spaces efficiently, we needed to remember the exact placement of patches and how to to hold a (fake, but shhh...) baby so that no-one could accuse our hero of being an uncaring father...
...we also had to remember that the product shots needed to come early in the story (first 3s) in a believable way and for the shots to look great, and to be easy for the client to CGI the packaging for different languages! So we did it! Happy days!
Somewhere in between figuring out how to direct and shoot so much content in a day, curate every item in each frame whilst making it feel like it's been part of this home forever, having plans B&C for lighting independent of weather, finding a way to pre-light both spaces efficiently, we needed to remember the exact placement of patches and how to to hold a (fake, but shhh...) baby so that no-one could accuse our hero of being an uncaring father...
...we also had to remember that the product shots needed to come early in the story (first 3s) in a believable way and for the shots to look great, and to be easy for the client to CGI the packaging for different languages! So we did it! Happy days!
