In this particular TVC our biggest concern was to find a way to integrate and emphasize a visual demonstration of the problem – the feeling when you want to be replaced – due to exhaustement.
“In order to deliver this key movement, we needed to carefully plan ahead, and match the moves of all of characters in different situations, so they won’t look like a mistake, but rather add up to the movie, as a strong visual element. To overcome this issue, we wanted to shoot these parts of the commercial with the motion control/robotic arm – so that we could have the freedom of play with the speed of the movement later on.
Shooting with the rocket cinema robot always requires some extra planning in the pre-production phase, where the director and the DOP together experiment on the different setting of the camera, speed and direction of both movement and lightning.”