Fausto Becatti says of the TVC: ‘For the final brand commercial, we used footage from all the 21 films, but also created a common thread that pulls us through the edit in a cohesive and dynamic way. My goal was to leave the viewer with a powerful feeling, creating an incentive to act on that feeling and to seek out The Unlimited. We needed a golden thread, and that manifested in the form of a hero character; a fresh, young exciting female character who carries us through the story and who grounds the edit. She starts upside-down, unborn, and is birthed into existence. We follow her as she goes through obstacles, passing by other stories, and ultimately, she finds the way forward. She reaches the glowing monolith of light that represents a number of things, boldly diving into the next realm.’
Joe Public’s Executive Creative Director, Brendan Hoffman says of the campaign: ‘It feels like we made thousands of decisions in executing this campaign but the most important one was appointing the team at Bioscope Films. Fausto Becatti’s endless enthusiasm to create an absolutely unique campaign and Dan Kaplan’s (Bioscope Executive Producer) ability to implement that plan were two key ingredients to pulling this off. Nobody involved in the campaign from agency or production had ever attempted something this complicated. You’d expect that would create an atmosphere of fear in the team but instead, from day one, there was a powerful sense of optimism and excitement into the project. The answer to any suggestion was never ‘no’ but rather ‘what if’.’
The amount of planning that goes into executing a campaign like this blows our minds and we shudder to think what that production spreadsheet looked like. Here’s a peak behind the scenes.