After the success of the original "Replace Every Eight" commercial I directed, I was tasked by Dreams to come up with the creative for a sequel, of sorts, that could build on the original.
This time I decided to feature many different families/couples and show a hint of their stories over time instead of just focusing on one.
We also decided to be more ambitious with the casting. As you'll see, all of the children age within a shot which made for a rather complicated casting process. After seeing over a hundred people from 12 months old to 50 years old, we managed to combine the looks and ages of actors to show an ageing process. It's probably one of the trickiest castings I've done! For the adults we resorted to shooting scenes in reverse to show beards and hair growing as well as make-up and hair colouring effects to bring in the grey.
We were also more ambitious with the lighting. It was shot in a studio on specifically designed sets so we could ensure that the rather large motion control arm would fit! Hats off to Director Of Photography Ed Moore who not only lit the commercial beautifully (involving many different lighting states within a scene) but pre-vized every set to ensure we could get the move we needed.
I decided to use another cover song as 'Everything Changes' worked so well last time. For this commercial we picked "Time After Time" by Cindi Lauper which seemed appropriate for the story. Upcoming talent Ben Weighill was picked to perform the cover for us and is now on iTunes with all proceeds going to Dream's Fostering Network charity. Download the song: itunes.apple.com/gb/album/time-after-time-dreams-version/id1125012920
A new addition this time around is the handheld 'mattress delivery' sequence. Of course, we're a commercial about replacing mattresses so this was key for our clients to see. I decided to go handheld and improvise with the actors to capture moments that felt real and lovely instead of staged and forced.
You can watch a behind the scenes video (and music video for the "Time After Time" cover) here: youtube.com/watch?v=-_bxDOtFOFQ
Director/Creative - Phil Hawkins
Producer - Phil Greenwood
Production - Re:Production
DoP - Ed Moore
Editor - Pete Lurie
Colourist - Dan Moran
VFX/Online - Coffee & TV