by
TREATMENT
CANDELA
CANDELA + RANDY COLE + STARMARK + THE FLORIDA KEYS & KEY WEST +
"COME AS
YOU ARE"
THE
CAMPAIGN
TREATMENT by CANDELA
First and foremost, thank you for the opportunity to present my ideas and approach for this dynamic campaign. In general terms, this is a project that aligns perfectly with my style of work and area of expertise. Capturing energetic, candid and credible lifestyle imagery, both video and stills, is what I bring to the table. My goal is to create authentic, believable, and aesthetically compelling imagery - avoiding the stock look - and honoring my own personal approach and the spirit of this campaign.
My team and I will create organic, credible work that takes full advantage of the textures and unique character of the Keys, a place rich in detail, color, and personality. In this document I will walk you through my approach, the production plan for both video and photography, my POV and how I see the light, the locations, our talent and the music all come together to create “Play In Your Own Key."
THE KEYS
TREATMENT by CANDELA
As I was putting together this bid, I took a trip to the Keys this past weekend for inspiration. During my visit, I found many elements that align perfectly with the energy and message of this campaign. Two things stood out to me as especially on point:
COME AS YOU ARE:
This concept truly represents the brand from a deeply inclusive place, where everyone is welcomed. Be you
MUSIC AS METAPHOR:
Music in this campaign doesn't always have to be literal. Sometimes it is the sounds of the place - a street performer, music from a local establishment carried out to the street, music underwater, sounds carried by the wind, and other times, the quietness of a retreat or a spa day. Music lives in many places throughout the Keys and that is exactly what we will show in the execution of this campaign: Every person has their own Key.
LIGHTING
TREATMENT by CANDELA
We will work primarily with natural light, taking full advantage of the unique quality the sun provides allowing us to capture the realism and drama the Keys naturally deliver. Planning ahead is the key to success utilizing natural light.
Our location tech scout will be paramount in planning our precise positions, directions and angles to determine the best light for each of our locations.
The Keys have some of the most complex and beautiful light in the world. We don't fight it or replace it. We will schedule around it and earn it.
LIGHTING REFERENCES /NATURAL LIGHT
ACTING
TREATMENT by CANDELA
When it comes to talent and performance, my goal is to fully reflect the "Come as you are" spirit. I want the talent to be themselves, spontaneous, natural, and real. Creating moments that feel organic and believable, where the consumer sees themselves in the frame. That is why I am not necessarily looking for perfect. I am looking for the authentic. People with a great attitude and a spirit that matches the magic of the Florida Keys. That energy is what the camera picks up, and that is what makes the difference between an ad and a real moment.
ACTING REFERENCES
POV
TREATMENT by CANDELA
THE CAMERA AS A PARTICIPANT, NOT AN OBSERVER
I love this technique because it puts the consumer inside the story. They are not watching it from the outside, they are living it, and every person will bring their own perception to it.
On the technical side, I want to shoot this with small cinema camera that allow for different lens combinations. We will also work with a helmet rig that the talent can wear, giving us their true point of view.
FOR VIDEO:
We will lean into POV but I always want to balance it with reverse shots - moments where we cut to the talent and actually see the person living the experience. This is important because heavy POV editing can become disorienting for the viewer. The rhythm I am going for is: POV to pull you in, reverse shot to ground you. That combination keeps the energy without losing the audience.
Below are video references and examples of the equipment we plan to use for this technique.
FOR STILLS: I will use a more straightforward approach. I will shoot with a wide angle lens, frame the shot, and work the talent through direction - letting the “moments” unfold naturally while I capture the action within the frame.
POV VIDEO REFERENCES
EDITING
TREATMENT by CANDELA
EDITING
The editing of these videos will be dynamic. We will have a lot of handheld camera work, since the entire approach is built around the character's point of view. I will capture both POV shots and reverse shots, as well as plenty of B-roll that helps us showcase the real estate of the Keys "its beauty and its personality" because we also need to sell the destination to the consumer.
In the single-story videos, where only one narrative unfolds, we will always open with an establishing shot that shows the protagonist beginning their journey, and from there we tell the entire story through their POV.
TRANSITIONS
I want the transitions between scenes to feel creative and smooth. Applying in-camera transitions will be key to achieving this — moves that are designed and executed on set, not just in the edit, so that the flow between moments feels organic and intentional rather than assembled in post.
SLOW MOTION
I want to shoot several scenes in slow motion, as this will give us the ability to romanticize a moment, execute a speed ramp, or simply play it back at normal speed if needed. Shooting this way gives us maximum versatility in the edit / one shot, multiple possibilities.
EDITING REFERENCES
COLOR
TREATMENT by CANDELA
COLOR PALETTE
When it comes to color, I want to work with a defined palette throughout the entire campaign. During my visit to the Keys I was able to identify a very specific color language that belongs to the architecture, the landscape, and the elements that make this place unique. I want those colors present in every image — a combination of warm tones paired with shades of blue sky that together create a palette that feels true to the personality of the brand.
COLOR CORRECTION
For the color grade I will apply the same concept as the palette — warm tones in combination with blues, always pushing the textures and the distinctive elements that make the Keys feel like nowhere else. The sun is part of daily life here, and that will always come through in the grade. Every image should feel warm, alive, and lit by that specific Keys light that you simply cannot find anywhere else.
RETOUCHING STILLS
For the still images we will retouch 25 final photos, covering everything from cosmetic retouching to compositing when necessary. I am a strong believer in capturing everything in camera, but there is always room to composite elements and details that may be too complex or simply impossible to achieve on set.
Color will remain a constant throughout, as discussed in the color section. Realism will always be a core part of the images, and we will work the color palette and the details carefully so that when you see the campaign as a whole, every piece feels visually coherent and consistent.
COLOR REFERENCES
SOUND
+ VOICE OVER
TREATMENT by CANDELA
SOUND DESIGN AND MUSIC:
This campaign has a sound component that is just as important, if not more important, than the images and video. Sound is what gives us the rhythm, the mood, and the poetic feeling we are going for in these spots. Let's also remember that the campaign is tied together by a musical thread, and every single audio detail in the mix matters.
We will work with many layers of sound, melodies, the sound of silence, the rhythm of the waves and the ocean, a musician playing, and many other moments that will each tell their own story in their own way.
I believe the blend of music and sound design is essential, the attention to every detail and the rhythmic shifts are what will make these pieces feel truly poetic and elevate their overall impact.
VOICE OVER:
VO is an indispensable element of the narrative in these spots. It will guide the viewer poetically, and together with the sound design and music, it will give the entire piece an immense production value. The voice over can be either male or female, but I would recommend someone with intention and attitude, a voice that feels close and human, and that does not have the typical tone and delivery of a traditional advertisement.
Below are some VO references that inspire the direction I am recommending.
Note: these are not necessarily similar campaigns, but I love the way music and sound design have been woven together in each of them.
We will collaborate with the agency and take their lead for the music search, voice over talent casting and session.
SOUND REFERENCES
UNDERWATER
TREATMENT by CANDELA
We have a trained underwater member on our team who is fully equipped to shoot both photo and video beneath the surface. The goal is to maximize this element and deliver cinematic underwater shots that add significant production value.
For the boat scene we will capture the classic half-and-half split shot, a jump into the water filmed from below as the subject submerges, close-up bubble details, and a POV shot coming up from the water that will serve as a natural transition.
For the dolphin center scene we will cover as many angles and points of view as possible to get the most out of that location.
On the technical side, we will be working with underwater housings for both the video and photo cameras, along with wide angle lenses and other less wide options depending on the look and feel we are going for in each shot.
UNDERWATER REFERENCES
FRAMING
& LENSES
TREATMENT by CANDELA
PRODUCTION
TREATMENT by CANDELA
I have always believed that teamwork is everything, and that surrounding yourself with talented people makes all the difference. For this project we are bringing together a passionate and talented team that I know will give their very best to deliver a truly successful campaign.
PRODUCTION OVERVIEW
Pre-production
-
5 days of location scouting and prep days
Shoot days
-
6 days of shoot (stills and video)
Post Production:
-
Photo post production — 25 final images
-
Video editing (in person in Miami) — 6 videos at :30
-
Cut downs — :15 and :06 versions
-
Resize for all formats — 16:9, 1:1, 9:16, and 4:5
-
Color correction, sound design, and final mix
CANDELA + RANDY COLE + STARMARK + THE FLORIDA KEYS & KEY WEST +
THANK
YOU
CANDELA + RANDY COLE + STARMARK + THE FLORIDA KEYS & KEY WEST +
