Justyna Obasi of production house Love Song directed this commercial titled “Wisdom & Obi,” part of Expedia’s new “Never Give Up On Going” campaign.
Following a father and young son, the spot match-cuts the child’s hands running over a common beige carpet as he imagines the feeling of sand on the sunny beaches of Jamaica, his father’s childhood home. Inspired to show his son the place where he grew up, the boy’s father utilizes Expedia to make this goal a reality. The spot ends with the family in Jamaica creating new memories, experiencing what, before that moment, had only been a dream.
The film strikes a personal note for Obasi, an alum of SHOOT’s 2020 New Directors Showcase, who shared, “It took me back almost 30 years ago when my mother decided to finally show me Nigeria. This is me; this is a familiar feeling.” Leading with empathy, the camera follows the characters as they grow, move through the story, and reveal more about themselves. Obasi speaks to the need for “Wisdom & Obi” to unfold organically, adding. “If we are not authentic enough, then we risk a cliché. These characters are not clichés.”
