Top Nexus directing talent RGB6 have created a beautiful upbeat spot for Wieden + Kennedy Portland and the new Target back-to-school range. Using the simple tale of little girl triplets returning to school, the film is nevertheless visually complex and a great example of RGB6’s expert art direction. Filmed on 35mm, the desaturated environments better highlight the bright signature colours that identify each triplet – blue, pink and yellow. From the monochrome of the opening scene, as the three little girls are dropped off at school in identical shirts and pinafores, RGB6 reveal their developing characters and how Target caters for all their various needs and interests, filling the screen with colours and and a dazzling array of Target products. The spot sees the girls speed through a whole school year in just one day, using constant movement and strict sequencing in the live action, with each triplet appearing in the same order in every shot as their clothes and activities change to match the seasons changing in the background. From Autumn through to Spring, RGB6 use bold and graphic camera angles to showcase the Target back-to-school range which has everything kids need all year through. RGB6 add, “The very first thing we did, before even thinking about casting, was naming the three triplet and write a backstory for each one of them. This made the process of making this film so much easier, knowing who they were and what they would become through their respective metamorphos in the film. They all became unique indivuduals and instead of talking about girl number one, two and three during the pre producion and shoot, every one refered to them as Elisabeth, Emily and Ella, which felt quite nice. Also, spending time on and off shoot with the triplets was a pleasure. Dispate their age they were among the best actors we´ve worked with! When the shoot was over, we could actually almost tell who was who too!”
Client: Target; Title: Triplets; Length: 1 x 30”; Agency: Wieden & Kennedy Portland; Creative Directors: M. Taylor, R. Thompson; Creative Team: Jennie Hayes, Max Erdenberger; Agency Producer: Shelley Eisner; Production Company: Nexus Productions; Director: RBG6; Executive Producers: Cedric Gairard, Julia Parfitt; Producer: Tracey Cooper; Director of Photography: Nicole Whitaker; Editor: Biff Butler @ Rock, Paper, Scissors; Grade: Dave Hussey @ CO3; Post Production: A52; Music: Free To Be You and Me – Marlo Thomas
Editorial Board Provides Creative Post For Tecovas “True West”
Tecovas’ latest brand spot, “True West,” is a fever dream seen through the eyes of a young kid peering out the window of a train. As he watches the shifting landscapes, characters, and passions of the West roll by, our young hero imagines himself in it. It reminds us that being brave isn’t about being different, it’s about being yourself. Beyond the cattle drives and rodeos, the West is also art, music, diners, neon signs, roadside motels, and endless exploration. Narrated by the legendary Texas singer, songwriter, and visual artist Terry Allen, “True West” appeals to the universal, untamed place inside all of us that urges us to pull up our bootstraps and follow our hearts. Tapping into its appreciation for the journey and a love for the expansive beauty of the American West, Editorial Board is honored to provide editorial and finish to help bring the evocative film, exquisitely directed by Scott Ballew, to life.
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