Food & Beverage

INTRO

In this XXX spot, we tell our audience that MOVEMENTS are what build and shape communities. What better way to show movement making than with dance. This exuberant piece tells our audience that XXX is in tune with culture, supports inclusivity, and gives props to those inspired to create change.

The ethos to this spot is highlighting changemakers who have started movements. All four of these people are leaders in their own right and are leaving indelible marks on their communities. In this celebratory spot, we need to feel the gravitas of their power, the beauty in their softness, and their connection with one another through their joy. This is what’s so great about this film. It’s grounded in making movements a beautiful thing, and we will illustrate that quite literally through moving our bodies through dance.

In this piece, we’re not focusing on the struggle. This is a celebration that happens post our Why’s? The spotlight is not on why change is needed. Rather, the focus is on the freedom and excitement in knowing that change is always possible. That our lives are made better and more colorful when we choose to live by our own rules. With XXX, we are throwing a party for the collective!

Comedy

CASTING

Our candy-coated irreverence is embodied by warm, delightful, relatable, and at times outrageous characters who in turn imbed a charming optimism into the tone of the film. While on their own they might seem out of place, together they complete this oddly shaped jig-saw puzzle.

To capture this, we'll hunt for the distinctive. Deadpan deliveries. Looks that are atypical, interesting, singular but not caricatural. I want our protagonists to be full of relatable humanity, to have strong personalities.

Big picture here; apart from our host these characters are our older relatives or neighbors. The ones who finish “Modern Family” then start right back up again. Or who just the other day stumbled across “Bridgerton” – you know the unknown indie show. The specificity in these characters will pull out the relatability so they never lean into caricature. It’s endearing. We’re joking in a way that would make them laugh as if they’re being teased by their millennial children.

And the perfect scene partner for them, this wayyyy over the top host.

After the call I looked up Baby Billy and yep, that’s it. Someone who has been on TV for way too long. An unnerving and odd Tommy Wiseau meets Benny Safdie. While he’s a professional in oversized egos he does have some grounding human flaws. Still charming, but always a little off. Veneers. Too much bronzer. Evidence of a botched plastic surgery. An inordinate amount of hair and eyebrow dye. He wants so badly to be a star that he becomes a fool in his own making.

Docu-film

STYLING

Good styling is unseen—I like wrinkles, worn-in jeans, scuffed shoes. Glimpses of personal style are a natural way into these character’s worlds. To this point, I will ask the talent selected to provide us with three of their favorite wardrobe/outfits once they are booked. Though my team will also have a supplemental wardrobe to ensure we elevate as needed and that the outfits match stylistically with their environment. There is also something to be said about how styling goes beyond aesthetics. I see it as a tool to facilitate a deeper connection between the actor and their character. A naturalistic yet carefully curated outfit can enable a more genuine and compelling performance.

The same principle extends to set design. I work very closely with my set designer to amplify and encourage what already exists within the chosen locations adding subtle elements that help elevate the storyline and ultimately aid in performance. To create an image that is believable, the environment must have imperfect elements, whether it be a post-it on a computer screen or a window shade slightly askew, these small notes help the viewer believe that this is a real moment and THAT is what pulls them in. I refer to these as “perfectly imperfect” moments.

Health & Beauty

PROD APPROACH

Since this is an ambitious day, we’re going to have to be very strategic. Lean and mean. We’ll use two body doubles that are similar to our lead in build, skin tone, with little to no tattoos, and have that same gorgeous curly hair.

To pull this off properly without complicating post, we’ll make sure that when all three of them are in frame we’ll have our two body doubles turned around. If we need more than one face on screen, I’ll be sure to not have them overlap in frame so we don’t have to rotoscope.

Obviously, we want to be mindful of how often our lead will be in water (no tryna get our boy all pruney), so we’ll be specific about the shots where we do see the water in the tub with him. We’ll have just a few overhead shots where we see him submerged. Then the rest of the shots we’ll use movie magic and shoot it in such a way where the audience won’t know that the tub is actually empty.

Pharma

TONE

As humans we’re always on the hunt to be closer to our true selves. Being able to look in the mirror and see exactly what we feel. With alopecia, a bit of that feeling is stripped away. Hair is such a monumental part of how we present to the world. Whether we choose to leave it long, cut it short, style it, do nothing to it all; what makes it powerful is being able to choose.

And so, entering this period of regaining a sense of self is huge.

It’s such an incredibly special moment of transition. Of momentum. We want our viewer to feel that wave taking our characters into a new, exciting stage in life. We want to invite them into the special moment where we capture the re-emergence of these humans.

There are a hundred ways to approach that concept - so I’m here to help us land in the most authentic way possible. For this deeply human moment to resonate it must be conveyed, surrounded, and formed in the most relatable, believable, and nuanced situations possible. This spot will stand above because it will focus on that single goal; capturing these stories not through some lyrical, grandiose presentation but through simple, pure, believable choices.

Tech

SOUNDSCAPE

I’ve always found it strange how music & sound often get dismissed as secondary to the visuals. For me, it makes or breaks a story. Through the soundscape we can dig into the shape of a story, crafting the impact to evoke powerful emotions, dial in on the comedy and significantly enhance the overall viewing experience.

I see the pacing of these spots as energetic and requiring an upbeat, lively score to complement the fast-paced movements. The score will also be essential in aiding to the tonal levity and humor. We’ll find those pockets within the story to either give it breathing room or really go in on the sound. These subtleties can transform a film from fun to hilarious.

Ultimately, the edit process will be a hugely collaborative experience, as our sound design team will have to work hand in hand with the graphic designers to produce a cohesive experience that resonates with the viewers.

PRODUCTION DESIGN

Here is where we really get to play. When it comes to Regency period pieces it’s the production design and costumes that often make or break a visual story. You must feel immersed in the world, otherwise the audience won’t buy in.

So we’ll make it flawless.

Beautiful lilac flowers and decadent cakes and pastries will litter the corners of the trendy NYC bar. As we said on the call, the furniture and locale can be more of a nod to the story rather than specifically time period accurate. I absolutely adore those speakeasy type restaurants and bars or even membership clubs like the Soho House where you enter through an ordinary door and are suddenly immersed in a premium world of vintage couches and industrial style practical lighting. I think it is essential for the bar to have an adjoining seating area that can double as a dance floor as well as the tailoring room.