Big Communications Produces Fun, Budget-Friendly Holiday Spot for Colonial Properties
Producing quality creative work on a budget is tough for any agency and might be the ultimate test for them. After all, given enough concepting time, film, post-production and copy writers, you’re sure to stumble upon something useful.
For this year’s holiday season, Big Communications was tasked with creating an appealing holiday spot to generate traffic to two Colonial properties. The team at Big, lead by Chief Creative Officer Ford Wiles, made an interesting trade to fit the spot into budget. They sacrificed film, voice-over and acting talent. Instead, Big’s team invested in some smart storyboarding and mock-ups, a big dose of After Effects, and a little bitty elf head.
“We really wanted to achieve that 1970’s-holiday-family photos with saturated colors,” Wiles explained. We spent a lot of time in After Effects to get the look right. Wiles and his team dressed team member Brian Curtin in green jogging pants and shot on location at Brookwood Village, careful to make sure the visible details would be plausible in ’70s Birmingham. Also in post, the giant elf head was added over the original model’s. After Effects insured that lighting and color correction made the elf head look realistic.
So often, we think that without video, the only option is an iMovie-esque “Ken Burns Effect” slideshow with boring voiceover. Big intentionally left off the voice-over. Its absence, Wiles argues, actually grabs viewer attention even better than a “VO” would. Leaving off the “VO” and trading snappy slide projector transitions, Big grabs our attention and nostalgic holiday spirit.
Share your thoughts in the comments and rate this spot on our star system below.
Comments
Trackbacks