This spot–part of the ongoing Bloom & Wild “Care Wildly” campaign out of agency The Or–shows a beautiful bouquet which fades through time-lapse filming to show the two-week life cycle of the flowers in different and beautiful states, from bud to bloom to death. As the flowers curl and droop, the voiceover explains that even when the flowers have faded, the memory of the bouquet will live on.
The latest commercial is based on agency research showing that even when flowers fade, the gesture of sending a bouquet lasts much longer in the mind and heart of the recipient–it’s the care that is sent with the Bloom & Wild arrangement that counts.
Filmed in Estonia, the shoot had three units filming simultaneously across two studio living room homes and another studio capturing macro close-ups of the flowers. Bloom & Wild bouquets were delivered daily for two weeks so that director Shaun James Grant of OB Management could work through the various stages of the filming and work closely with florist Harriet Parry to construct arrangements faithful to the stages they would go through in anyone’s home. One unit filmed live action while the other two filmed the time-lapse footage in locked off rooms, for 72 hours straight, capturing the changes and movement from different angles and distances.
Finding the best way to speed up what would be five days of a bouquet’s life and force it to happen in only 50 minutes, took the expertise of a specialist. Rauno Linnamae discovered that the best method to speed up flowers dying, was to dehydrate the flowers at room temperature overnight and then freeze them upside down for a further four hours before they needed to be on set.
In line with Bloom & Wild’s sustainability commitments, the production operated with a no waste policy and crew routinely took flowers home to loved ones as well as using the dead flowers for compost. When the crew finally wrapped, all leftover flowers were delivered to a local orphanage and a children’s cancer ward.
The campaign has been launched in the U.K. and Germany.
