True human insights about movie genres and entertainment help position the du Tuesday proposition - Two tickets for the price of one - uniquely and memorably. Thereby helping the product break through the clutter and also position du as a brand that truly understands moviegoers.
Creative Execution
The brief for art direction was to create subtle imperfections to achieve a perfect look for each genre on set. This only added to the real life-ness of the films and took it away from the ad land production values we often see. The core art team of 7 members were briefed to find existing elements from places that added to the quality and texture of the film, rather than take things straight off prop studios. A team was also on standby on set to bring in new pieces, which we brainstormed and added during the actual shoot. Locations were scouted based off these points; wardrobe and styling were carefully thought through to suit the film and the character's backstory.
The cinematography was designed keeping in mind that we needed the films to look like a feature production and not a television commercial. Jump cuts and swift movements were steered clear from. Instead we allowed for more breathing space for each film, letting each scene sink in the moment and allowing the characters the flexibility to react in sequence. The duration of each film as well was directly co-related to this - instead of being constricted to a standard 30' or 45' spot, we let the film dictate the time required for the story to be well told.
The scripts were written to the genre's design. For "Too Scary", the shots told the story as dialogues were not necessary to drive the film.