Joybird Previz
Joybird PrevizShot at my DP’s house. Featuring me, and Gary the cat.
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Joybird | Dialed In
The Challenge:
The team at Marketing Architects came to me with great creative and a tight budget. The brief called for a high-end set build, multiple transitions, and a story that needed a cataylst (and an emphasis on pet friendly fabrics).
The Solve & My Approach:
The moment I read this brief, I knew this spot needed three things: Smart production design, kinetic, repeatable camera, and something to really make the story sing. I’m a huge nerd for all of this stuff and was hyped to get into the weeds. Here’s how we made that happen.
The Catalyst for Our Story:
The original script called for a woman who comes to the realization that she needs a new sofa…but it was missing a real spark for that moment. I’m always looking for that cataylst to be something visual. Enter Fido.
To make it visually clear to our hero character and audience that it was time for a new couch, I pitched the idea of her dog sitting on top a bunch of moving boxes - to give our story a solid resolution, we also plopped him onto our final hero couch.
Smart Production Design
Due to budgetary constraints, our stage was TINY and full of suport beams. I knew it’d be crucial to be precise with the measurements and immediately started bugging my production designer Jessica Garrison with bad sketches.
It’s super easy for a stage build to end up feeling like a wooden box, especially when your space is tight. My go-to trick is to insert a sort of faux hallway to give the illusion of more rooms just beyond the frame. My DP, Patrick Ouziel and I even taught ourselves a 3D program to be certain our build would fit in the studio. With that design and a lovely color palette, we ended up with something that felt super high end.
Motion Control
As fun as it is to get to use cool rigs, I love using motion control as a problem solving tool. Repeat passes allowed for us to easily transition between different sofas, the speed and fluidity of the Milo gave us the kinetic and preicse feel the spot needed, and the versatility of the rig allowed us to make our day.
Previz
While I like to previz all my work, something with as many transitions, camera moves and practical moving parts as this spot really calls for it. Enjoy the tour de force that is my iPhone previz starring me and my DP’s cat, Gary.
And the final spot.
