Streaming Made Simple.
Our mission was to create a striking visual experience to let audiences know about the NOW Music streaming service. Encouraging families to download the app and find four decades of their favourite hits.
Following their wildly successful launch campaign in late 2017/18 the team at NOW Music were keen to start thinking about how to move forward.
This new concept had more of a Brand Ad approach which centred around one family in a domestic environment enjoying NOW Music through four decades. Starting in the 80s through to modern day. The concept was accompanied by a rough script of the type of scenes NOW were interested in exploring. This concept had more focus on the music, and nostalgia, rather than showcasing the app in use.
It was decided that a studio shoot would give us the control we needed and the freedom of movement for what we were proposing… filming the ad as a faux single shot.
Each scene needed to begin and end with a masked transition (a method of filming where a cut can be hidden behind a wipe, fast pan or blackout) and feature blocking that could allow for more opportunities for masked cuts throughout the scenes, should we need to cut together two separate takes of a scene together.
With our concept requiring such a technical execution we needed to ensure we had every element clearly mapped out. So ee produced a 3D animated pre-vis of how the mechanics would look on screen, how the actors would move through the space and where the camera would capture the scripted moments.
The pre-vis proved to be an invaluable tool way beyond it’s typical application. It also served as a blueprint on the day of shooting; a way of getting all cast and crew on board and on the same page. We set up an edit station in the studio with the pre-vis playing, complete with the final sound bed mix provided by Sony. And portioned off each scene - playing them on repeat.
The cast and crew were then able to time out the blocking and beats precisely to fit into the final edit. After several rehearsals we were able to shoot each scene only a couple of times before we had a take we all liked. The hero take was then dropped in place over the pre-vis.
Scene by scene we built a rough 1st cut right there on set. And the team from Sony were able to take it away with them at wrap!
We scoured multiple prop houses to source the right pieces to dress each set. And created countless mood boards with references to movies, music, fashion and lifestyles of each period.
The sets were composed of large 8’x10’ flats to anchor our abstract spaces within the infinity cove. And period accurate furniture was then positioned to create an impression of each room.
The huge effort from all cast and crew, the long hours and the incredibly detailed planning really paid off. Resulting in a lot of happy faces and stand out piece of TV Advertising.
behind the scenes
Creative Development
Script Development
Storyboard
Directors Treatment
3D Timing Animatic
Project Management
Budget Management
Shoot Logistics
Crewing
Casting & Fee Negotiation
Image Licensing & Legal
UKTV Clearance
Studio Logistics
Shoot Scheduling
Equipment Hire
Content Direction
Cinematography
Production Management
Art Direction
Set Build
Assembly Edit
VFX
Colour Grade
Online / Mastering
Sound Design & Mix
Social Cutdowns
Broadcast Delivery
Video Editing
Video Retouch
