Using a new form of the “projection-mapping” technique, Belgian filmmaker and the director for this shoot, Filip Sterckx, shot on a white-wall set where scenes were both rear-projected and front-projected. The technique took us through a woman’s journey–on both sides of the Atlantic–in one seemingly continuous take, ultimately leading to her buying a home, a deal which could have been scuttled if not for Experian protecting her from identity fraud.
The projection-mapping technique was deployed for its ability to allow characters to walk through big moments of their lives, without ever having to change their physical location. With a treadmill on a rotating platform, the actor appeared to be in several different locations, while remaining in a stationary position on set. During the shoot, there were as many as eight projectors in use at a time, synched to match the movement of the motion-controlled camera.
Production house was HSI. Agency was The Martin Agency.
Credits
Client Experian Agency The Martin Agency, Richmond, Va. Joe Alexander, chief creative officer; Andy Azula, sr. VP/group creative director; Steve Sage, VP/creative director; Eric Dome, associate creative director/copywriter; Matt Davis, VP/creative director/art director; Brett Alexander, VP/executive broadcast producer; Brian Camp, broadcast producer; Caroline Helms, jr. producer; Juanita McInteer, group talent & music director. Production HSI Filip Sterckx, director; Rebecca Skinner, managing director; Kim Dellara, exec producer; Doron Kauper, head of production; Richard Weagner, producer. Visual Effects a52 Andy Hall, VFX supervisor; Heather Johann, VFX producer; Megan Meloth, exec producer Editorial Rock Paper Scissors Neil Meiklejohn, editor; Meagen Carroll, producer; Carol Lynn Weaver, exec producer. Audio Eleven Jeff Payne, mixer; Ben Freer, assistant mixer; Suzanne Hollingshead, exec producer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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