When Spin Master Ltd., a company known for innovations wanted to introduce a their new line of “real life” fashion dolls they turned to Silo Films director Morgan Lawley to direct the campaign. She created a two-minute spot that brought the dolls out of the studio and into real world environments.
“Another Awesome Day” is a live action/VFX spot that debuts Spin Master’s new “LIV” doll collection. These aren’t your classic fashion dolls. These dolls mimic a real girls life experiences. That is why seasoned director, Morgan Lawley, felt it was “essential… to take the dolls into the real world and shoot them entirely on location.”
Working outside the studio is rarely done due to the increased care and manpower that is required. “Choosing the right lens, doll height, background action and mid-ground is more precise than in typical live action,” Lawley remarked. A team of stylists to keep the dolls camera ready and a hand model/puppeteer for each doll were required. But this hard work and ingenuity seamlessly integrated the dolls into the real world environment. The spot has what Lawley called a “loose effortlessness” to it.
The campaign features four girls and their doll counterparts as they hang out at school, get their hair done, shop and rock out. It was imperative to convey the doll’s personality, interests and sense of humor while featuring their fashions and real girl qualities. This required painstaking attention to scale so that the miniatures feel part of the background.
It is often said that when something difficult is done right it looks simple. Silo Films has defined this concept in the LIV campaign.
To view the spot go here: http://www.silofilmsproduction.com.contents/540X405/liv-dolls001.mp4
About Silo Films
Silo Films is a commercial production company based in Los Angeles, CA and Minneapolis, MN. Working in traditional commercial production, new media, branded films, home entertainment, webisodic and product presentation we have earned a reputation for dynamic imagery and consistent quality. We produce work at any scale. From pre-visualization to production to editorial, we take a hands-on and collaborative approach to the entire filmmaking process.
Silo Films is located at 3021 Airport Ave Suite 201, Santa Monica, CA 90405 and can be found on the web at www.silofilmsproduction.com.