Finding solutions is what we do.
How to have an actor interact with letters that don't yet exist: that was the first challenge given to us by the Martin Agency to create these two spots for CreditReport.com. Our solution was to negatively charge a piece of perspex so large that you wouldn't be able to see the edges of it in camera and then have a non-charged medium cling to it but be movable.
We started the tests with pieces of paper. While paper is opaque, it was a medium that we could use to quickly and easily test how easily an actor would be able to interact with the text elements while still looking to camera and also proved that used the statically charged elements would help us achieve our goal of manipulating the letters in camera. See test below.
The next hurdle was then to find a translucent medium with which to construct the letters as that would help to minimize the clean up work that would need to happen in post. We chose heavy perspex lettering which provided the transparency we needed, but as you can see in the spots above, each commercial required letters with different properties. "Lazy" required a rigid type of lettering while "Unreliable" needed flexible letters. Unfortunately, this perspex lettering was a bit heavier than the static could hold.
With that we progressed a bi-pack of perspex, each with different properties. These combined properties gave us exactly what we wanted: either flexible or rigid letters depending on the commercial that would be transparent enough to camera (requiring minimal cleanup in post) but still visible to the actor for easy manipulation. See the test below.
Check back tomorrow for more on how the design process unfolded for the word 'Unreliable' in CreditReport.com's "Unreliable" spot.
No comments:
Post a Comment