“Take Charge of Your Energy”
DIRECTOR’S TREATMENT, JONATHAN HAYES
I love these concepts — specifically the fact that you're targeting business managers and decision makers as the movers and shakers that will act on these energy-conserving initiatives to bring about real change when they see the benefits these measures present to the businesses they've spent so much energy building.
KEEP IT SIMPLE (AND BEAUTIFUL)…
My focus as a director would be creating simple and beautiful shots, like in this spot we did for Delta Community Credit Union.
I would take the time to carefully set up the final shot of our hero as a genuine portrait and would use a slow, smooth camera move across the scene with a distinct back light (all heroes deserve a halo, right?) that increases in intensity for the duration of the shot, giving the impression by the end that this decision maker is glowing with their sense of accomplishment.
As you can see from these still frames pulled from several of our spots, Mad Hat has plenty of experience making a portrait really pop — achieved not only through beautiful lighting but also expert direction to capture the talent’s unique personality.
TYING IT ALL TOGETHER…
To connect the hero shot to the broader context of the vignette, I would focus briefly on the customers or employees benefiting from the new energy-efficient measures (possibly interacting with our principal talent) and then show the happy customers or employees crossing by briefly in the background of our hero basking in the glow of their good management decision. We used this technique to establish context in this spot we did for Costco (left).
KEEPING IT CONSISTENT
In the event that the second shoot date for the two additional vignettes for the print campaign is confirmed, it will be of the utmost importance to maintain consistency across the board to ensure that all materials feel like they belong in the same universe.
We’ll schedule our DP, Misha Mazor to be on set with the still photographer’s team to supervise the lighting setups and make sure the stills shot at the school and medical facility locations match the moving images and stills captured for the first three vignettes from day one.
I love the messaging of these spots and hope to have a chance to help you spread the word about these easy and effective methods for businesses to conserve energy. Thank you for considering Mad Hat Creative!