Page 22 - Henry + Co Productions

SHAOVLEIDTAHYES
:60, :30, :15 | Mastercard Postmates “Save the Holidays” LOOK | TONE | EXECUTION
LOOK
Up until the family arrives, the copy should feel more cinematic, almost like an intro to a superhero’s back-story movie, a live-action version of a comic that can grab attention. Once the family arrives, we want to capture sincere surprise and make the whole effort look realistic.
TON
E: Fun
, yet w
& sw
eet, w
ith the
arm
vibe, throughout. Much like the Expedia copy, we’ll have Behind the Scenes storytelling with family interviews, on dedicated interview room - like reality shows - and hidden camera reactions.
signature Michael Samuelsson warm, “family dinner”
EXECUTION: We will rent a two-floor big loft with an open kitchen. This way we can set up a video village on the non-used floor while also having ample space for smooth camera movements during for the intro scenes, where we alter a lot between kitchen and dining table. The loft will also give us a lot of options to place some hidden cameras, to be controlled via remote. Cameras will be placed in different points, locking on different seats on the table, so if any of the guests doesn’t want their face to be shown, we can have alternative footage options.
A handheld camera will follow Michael Samuelsson during the big reveal and will continue the recording of the rest of the dinner. The bedroom will be utilized for interviews from the family and the chef.
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