SAATVA

CREATIVE APPROACH

THE PROJECT

 

First, I’d like to thank you for considering us for the development of this project. 

In general terms, I see this as a campaign that can be visually impactful with interesting video shots and static shots of candid, natural moments that grab the viewer. 

We will attend to every detail - working with the brand’s color pallet, in the performance of the kids and making sure to transmit the comfort and restful feeling that the mattress offers, while showing the benefit of the mattress in that it can be turned over as the child grows.

In this treatment you will see a brief description of how we will execute the videos and photos of the campaign.​ In reality, the brief that you presented to us has very well defined elements. Here, we will complement those details and ensure that we are on the same page. 

 

STILL IMAGES + VIDEOS

Talent D: Age 3-7

  • 1. Jumping on bed (straight on)

  • 2. Jumping on bed (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

  • 1. Sitting on bed (straight on)

  • 2. Sitting on bed (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

  • 1. Reading (straight on)

  • 2. Reading (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

Talent D: Age 3-7

Talent D: Age 3-7

Talent D: Age 8-12

  • 1. Sitting on bed (straight on)

  • 2. Sitting on bed (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

  • 1. Listening to music (straight on)

  • 2. Listening to music (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

  • 1. Reading (straight on)

  • 2. Reading (3/4 angle)

  • 3. Sleeping (profile)

  • 4. Flip Video

Talent D: Age 8-12

Talent D: Age 8-12

 

TOTAL OF STILL IMAGES: 18 Stills

TOTAL OF FLIP VIDEOS: 6 To be compose on  3 final videos

MAIN VIDEO (ACTING): 1 30" Video

STILLS

 

 

In terms of stills, lets conquer the list of the required shots as priority. However, I’d like to go beyond that. Let’s play with the moment and have the most spontaneous shots possible. 

 

Kids can be very animated, fun and sometimes can be surprised during unexpected situations. Let’s be alert and capture those moments during the shoot. We want to see their personalities come across. 

 

In addition to having them read, listening to music, sitting and sleeping, let’s have a list of alternative actions. For example: Playing with toys on the bed, playing with a decorative pillow, with their pet, laughing out loud, talking on the phone, drawing, etc. I will capture these moments while working dynamically and efficiently. 

FLIP VIDEO

 

 

 

I very much like the techniques that we are studying in order to show the mattress and it’s features, which will attract the consumer. There are two ways in which to approach this shot. The first is to use a robotic arm and the other is to use a rig that will give us the 180 degree rotation allowing us to see the mattress in its entirety. I am confident with both options. Our budget will determine the best route in this case. 

 

It is best to shoot in studio with either of these techniques as we will need ample space to set up the arm, rig and backdrops. 

 

I would like to shoot in high speed to capture shots in slow motion. This could make for interesting visuals.

Ahead you will see a sample of both techniques - one shot with a mechanical arm and the other with a rig like the alternative that I am suggesting. 

Movement samples and tools

 

VIDEO + STORyTELLING 

 

 

This is very much a story-telling piece. It shows how the mattress is designed to last throughout the growing years of a child simply by flipping it over. I’d like to tell the story in one take and avoid cuts. When we see the child’s growth it will be more impactful. I’d like to take advantage of our motion control rig and capture an over-the-head shot as we see the child completely satisfied with his mattress. 

Camera travels and reveal the bed and a Kid that is jumping on it

Lock camera. Kid continues jumping

Same camera position (no cuts) Kid jumps out of frame

Mother enters to room

Mother flips mattress

leave the room an camera continues with no cuts

Kid enters to frame but older. 8 or up

He goes to the bead and 

camera make the movement with no cuts to go over head, we see his satisfaction.

 

CASTING

 

 

The casting is one of the most important elements of these pieces. We need to cast children that make the connection with each other and feel like it is the same child that has grown. We will work hard to not only get the most similar looking children to show the different stages of life but also work with our make-up and hair stylist to help us make the connection. 

we will have white, AA and asian kids 3-7 and 8-12, the must important element is that they loock a like

LIGHTING

 

 

 

I very much like the agency’s suggestion of creating hard lights and shadows in the room. The idea as that we give the feeling that sunlight is coming in through a window. This, together with soft and light colored walls, will give us the feeling of a bright, comfortable and inviting room.

CLIENT'S REFERENCES