On The Go
This commercial is an urban journey aimed at a young, social media-savvy audience.
With an aspirational feel, the action sees our lead character carrying a projector around to use throughout her day – from BMX stunts and a fashion shoot to gaming and a rooftop movie with friends.
We get the sense we’ve landed right in the middle of a number of caught moments. As we transition into each new scene, the orientation of the projector is flipped – and as it turns, the background blurs and launches into a new set using visual effects.
Creatively, this was an inspiring project and we worked closely with Epson’s marketing team from idea generation to delivery, to produce content that’s just the right fit for their new campaign.
Cast: we took a dynamic approach to the talent search and, using street casting and social media call outs, brought together a diverse, charismatic and international cast. A positive female lead feels current and encourages sharing and conversation. Viviana Gomez, our lead, is a photographer, model and co-founder of Nefarious, a London-based, 15-strong all female skate crew. Viv was joined on-screen by other creatives and pro BMX-ers.
Locations: filming took place in London on some of the coldest days of winter, but we were blessed by sunshine, and found locations with a global feel, ranging from a multi-storey car park to the rooftop of the Truman Brewery in Brick Lane.
Camera: we shot on a Sony Venice with a 6K full frame sensor, with Canon K35 lenses, specifically chosen for its high resolution to make life easier for our Visual Effects Designer. While the transitions between scenes are slick, each scene is shot in a loose, high end documentary style, with plenty of fast camera moves and cuts for energy and pace.
Director of Photography: Ben Coughlan is well established in the world of commercial cinematography, shooting for many high-profile brands. His love of storytelling keeps his work interesting and his understanding of cinematic language allows him to adapt to each project. Ben went beyond the call of duty, shooting the opening scene while riding a skateboard.
Stills photography: working alongside our filming team, Tim Cole showed his usual adaptability and versatility. Not one to be left behind, Tim too remembered his skateboard skills for some fast action shots.
Post production: from the outset, the project was developed to deliver as many edits as possible for online and social media use, maximising return on investment for our client.
Client: Epson Europe
Creative: Gretchen Shoring & Rollo Hollins
Director: Rollo Hollins
DoP: Ben Coughlan
Stills Photography: Tim Cole
Lighting Design: Phil Penfold
Makeup Artist: Ellie Tobin
Producer: Zoë Waller
Production team: Kelly Ford, Ellie Lambert, Taran Lehal
Editor: James Demetriou
Visual Effects: Tom Hamilton
Sound design: Karl Mainzer