Agency: McCann Malmö
Direction: Upper First
Director of Photography: Keith Loutit
Production: Upper First
Sound design: Kungen & Hertigen
The idea is based on a technique called tilt-shift, combined with time-lapse (developed by Keith Loutit). It makes reality appear as a miniature model moving with a stop-motion flow. The thought is to create a visually interesting expression that give the audience something out of the ordinary, while at the same time providing a good overview of events. We would shoot from a high angle using specially developed lenses with a short depth of field. The fact that the world appears to be miniature makes the viewer think ”is it for real or not”. It is hard to tear your eyes from the images, something that works well for our purpose.
A gigantic hand will appear in the middle of events helping the workers to get the house ready for summer. It will light the barbeque with a magnifying glass for example. The idea is to create a visually absurd situation using displacement of scale between the people in frame and the giant hand. It is meant to underline the contrast of small and big, where the hand symbolizes the consumers ability to effect the environment and in the extension his or her own environment. Through time-lapse we’ll reinforce the ”before and after” scenario as you’ll be able to see small changes appear quickly. The film will start in a winter worn backyard and in 30 seconds evolve to a wonderful summer barbeque.