This project came to life through a carefully planned production, a highly devoted and united team and some wonderful clients who dared to give us the freedom to create The Liberation the way it turned out.
THE CONCEPT DEVELOPMENT
When Uncle Grey first approached us we instantly felt that their ideas where straight up our alley – the brief featured a great portion of interactive storytelling and refined execution. What could be more exiting we figured. The original idea developed by Jimmy Blom (Executive Creative Director at Uncle Grey) and his team was quite to the point – a film about three girls entering a small quite town causing mayhem, messing with the locals, then getting kicked out of there. Plain and simple storytelling with a great ambition to entertain and inspire and to get the brand message and attitude across.
Since the main component for the experience was going to be live action film, we needed to have a director aboard that could share our ambition for the project but also tell the story in the right way. That is why we went for the reputed and talented director Christoffer Von Reis. Based on what he had done before we knew that he and his team had the right spirit to make a shoot like this happen.
Together we shaped creative alliance to plan the next steps, where the relations between us, Uncle Grey and Camp David became more and more integrated, just like it should be endeavoring a challenge like this.
The first steps focused a lot around the tonality, and mood for the film. We saw references like this, this and this and they triggered the creative process immediately in the right direction. Even if the original idea had a lot of American road-movie attributes we where afraid that would become to cliché if we just went in that direction. The client also communicated that it should feel less Americana and have a more universal feel to it. Overall we worked with a lot with references and moods to get the right visual tonality.