ASUS "PADFONE X" (2014)
OBJECTIVE
The creative we got from Red Interactive was pretty straightforward, so we really wanted to let the character and the product speak for itself. The camera wasn’t intended to be too elaborate, but the editorial needed to match the sporadic nature of our hero guy. We designed the set and his wardrobe to be as if he’s the energy, but his wife is really the one calling the shots in the household. In no intention for disrespect, I kind of liked the idea of an excited puppy and this product is his toy. Odd things happen to him with the stacked chairs, but he’s kind of able to brush it off because he has such a wonderful new product.
APPROACH
We shot this spot fairly quickly. We didn’t have many shots and they were all looking the same direction. We dressed the house the morning of the shoot, shot in the middle of the day, and were out well under 12 hours. Pretty much all the furniture we brought in. The house was inhabited by a group of men in their 20s, and we needed it to transform into a married couple’s household. We gave ourselves time to dial in the the set and the lighting, so that way once we got rolling, we never had to interrupt it. We could focus on performances, get a variety to edit with, and call it a day.
Production Company
Executive Producer
Head of Production
Director
Producer
Production Manager
Director of Photography
Production Designer
Editor
Colorist
Everdream
James Khabushani
RJ Collins
Jerad Anderson
Nick Erickson
Nick Erickson
Luis Estrada
Yuki Noguchi
Traci Hays
Matt Kendrick
Tashi Trieu
NOTES
1 day shoot.
Filmed in Los Angeles, CA.