Posted on 16 May 2012
I was able to carve some time out to create a spec spot for Domtar’s Paper Advocacy campaign. It was an easy task because just weeks earlier, before I’ve learned about this campaign, I had a conversation about digital technology and how it couldn’t replace all art forms. Although… it’s trying really hard. Have you seen the finger painting app?
Finding talent was the toughest part. I needed an Origami Artist, someone who’s energetic, cute, personable, somewhat fashionable and also comfortable in front of the camera. Ultimately, I was going to be happy with an artist who looked and sounded natural on camera. I knew I could make the rest work. I didn’t have to, because I had only one artist to select from… a friend’s recommendation… and she was all of the above!
I created an outline for the project, along with a few key questions. I wanted her own words, rather then a rehearsed script, in order to achieve a natural and fluid performance. I started to work by dressing a ‘creative corner’ to shoot against. It became her work space, Hannah’s World, filled with office supplies, paper and origami. This beautiful setup had presented us with some colorful shots. We used gentle camera movements to advance the story and to help me create a seamless edit. I wanted to achieve a stylized documentary film feel, something beautiful, sunny and relaxed and I believe that we’ve succeeded. The feedback has been positive and our :60 spot, titled Hannah’s World, is still going through the selection process. I’ll find out in June if Domtar likes our commercial enough to pick it up. It would be incredible if they did.