McCann New York has released its “Good to Go” campaign for Frontier Communications. This is the first work for Frontier from McCann NY since it was named the brand’s agency of record.
The campaign’s centerpiece is this hero film, “Internet of a Lifetime,” showcasing that Frontier’s fiber optic technology is built to last a person’s entire lifetime. The spot follows a single character through the years. He ages from his mid-20s to his mid-80s over the course of the film. Not only does his physique change, but his home changes and modernizes around him, reflecting the constant change that signifies the passage of time. Our protagonist notes that over time he’s had 44 cell phones, 23 computers, 19 gaming systems, 256 pairs of shoes, 22 jobs, fallen in and out of love seven times and so on. But the one thing that’s been constant and transcends time is the future-proof Frontier fiber internet he’s been tapping into all along.
“Internet of a Lifetime” was directed by Rodrigo Valdes via production house Superprime. To depict the main character’s journey through a lifetime, two key techniques were deployed. First, a very involved prosthetic process that took our actor (actual age mid-40s) into his 60s and 80s, based not only on his own appearance but on photographs of his father as a senior. The application of prosthetic facial features, hair, skin, and even liver spots took approximately four hours per day. In addition to practical prosthetics, VFX studio Framestore used its magic to “de-age” the actor by a full two decades to depict him in his 20s.
