Celebrating Life

Project Overview: Team Hameedia contacted us to produce a commercial for their christmas campaign . We had to tick off 3 main criteria in our ideations. 1. Incorporate a total of 5 main characters (1 adult couple, 1 elderly couple and 1 kid) 2. To be shot and produced in Little England, Nuwara Eliya 3. Base the concept around the campaign title - Celebrating Life We came up with a concept inspired from ERDEM x H&M: The Secret Life of Flowers by Baz Luhrmann, where unlike general local fashion brands we did not base the commercial around hard selling the product but rather telling a compelling story in an attempt to portray the lifestyle aspect of it. One of the sub criteria was to lowkey hint around Hameedia's 75 year anniversary and throwing all of these elements into the mix we were able to craft a story that showcased a legacy telling a multilayered story that immerses viewers in a film-like experience, both visually and emotionally. Production & Treatment The production lasted two days at Little England under pretty overcast conditions where we had to constantly shift our call sheet to adapt to the outdoor weather situation. In terms of look and feel, we wanted to produce a commercial that was extremely cinematic and had a slow burn narrative. To achieve this look we had to setup our lighting to have good contrast between highlights and shadows creating tonal depth making it almost seem like a movie trailer rather than a typical commercial. In terms of colour grade we used a lot of muted tones with an almost analogous colour palette to support the sophistication the narrative builds throughout the video. It was also vital our music choice further helped us bring out these emotions, and it was one of the first elements we finalised before we even went to production so we always had the aura and ambience stuck in our head as we crafted each shot.