If we dont reduce energy consumption today, the generations of tomorrow will live with the consequences. This message is conveyed via beautifully lensed montage sequences of solitary children at play alongside TV sets carrying the faces and voices of a not-too-distant future. The TVs, which appear in living rooms and more unusual locales, like partially submerged in a lake, or as a miniature inside a dollhouse--screen the video wills of adults leaving behind floods, global warming and other man-induced natural disasters, to their progeny. The spots end with the adults vowing to take responsibility for the California they leave their children. The Flexyourpower.org URL and a title card with an energy efficiency tip, closes the PSA.
Philosophy
Said Bob Frisk, editor, Phoenix Editorial & Designs, This campaign was interesting in that I was cutting three different timelinesthere was the main live-action footage of children shot on 35mm at high speed, the seven hours of video will sequences shot on video that was incorporated into each scene, and finally, the overall narrative of the story. With such an immense amount of material, so many puzzle pieces to put together, and with only a week and a half to turn around four spots, I couldnt have done this without the brilliant creative premise set forth by Brainchild and the help of the directors. They communicated their ideas to me clearly and provided such beautifully art directed and arresting images from which to work.
Problem
In order to capture the most believable performances possible, Brainchild Creative and the directors decided to cast real people who had only limited acting experience, and to work with a fairly loose scripted dialogue. While the combination of those two dynamics allowed the directors to capture a high degree of poignant reality, the footage required an editor who is a storyteller to assemble everything in an effective way.
Result
Said Jef Loeb, Creative Director & Senior Writer, Brainchild Creative, Bob Frisk was an integral part of our creative team-hes one of the best editors out there and, together with the rest of the Phoenix staff, not only executed our vision but elevated it. From the seamless VFX work--including a particularly tricky shot in which Phoenix constructed a giant CG jumbotron in post-to producer Sheila Smiths buttoned-up and never-say-no approach, I cant say enough positive things about our collaboration with Phoenix.