ONE OF OUR AGENCIES APPROACHED US RECENTLY WITH A CHALLENGE. THEIR WRIST-WATCH CLIENT WAS LOOKING FOR NEW WAYS TO SHOWCASE THEIR PRODUCTS AND THEIR CORE VALUES. SO WE HAD A GOOD THINK, THEN hEADED OUT TO THE DESERT TO MAKE THIS...
Directed and edited by Jon Moore at The Deck
Produced by Jon Moore and Ian Carless at Talkabout Media
Director of Photography and drone pilot, Steve Moro
The concept came from an initial idea based loosely around time in people's lives. But rather than a lifetime, a year or even a day, we agreed that we could engage our audience by asking how one single minute of time can be so dramatically different for people in various walks of life.
The viewer would be left with compelling images, a strong brand message and the question "What happened next?"
We decided to focus on the final minute leading up to the moment of action. The careful preparations a surgeon makes leading up to the first cut. The thoughts in an athlete's mind as she laces her shoes and steps up to the starting line. As they prepare, the clock counts down that final minute. And as the gun fires, we're left with images of what might happen. Will she win the race or stumble? Will the rock-climber reach the top or fall off the wall?
The series of films would be made for online, in-store, trade-show and conference use. The spots could be cut down for use as 30-second TVCs for broadcast and cinema. And there would also be the opportunity to create longer, mini-documentary films for sharing online.
The pilot was filmed in the UAE near the border with Oman. Climbers Max and Halla took us to a stunning location tucked away in the wadis east of Ras Al Khaimah.
We filmed the aerials and driving shots on the afternoon of day one and began early on day two, filming the climbing sequences while the sun was still low. As the temperature soared to more than 40ºC and the sky became hazy, we headed to the valley floor to film the preparation sequences.
The timing for the epic, sunset "hero" shot couldn't have been better. Max began free-climbing to that spot with just enough time for us to fly the drone up and get three good takes as the sun hit the peaks of the mountains across the wadi.
Post production was all done in-house at The Deck in Premiere Pro CC14. The ticking sound effect is a bass drum borrowed from Apple Logic Pro and EQ-ed to gradually change from ticking to drum and back to ticking for the final logo resolve.
The watch is actually an IWC Portugese, borrowed from a watch-collector friend of the agency. Shot in our studio, lit with one point light and using the tightest macro lens we could lay our hands on.
It's in the hands of the agency right now. We have our fingers crossed and hope to start work on the full, on-going series in 2015.
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