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Google Brand Studio
Brand Studio enlisted Lucky Day to help celebrate Google’s “Look to Speak” accessibility technology: eye-tracking sensors in a mobile device that allow the physically and/or speech impaired to communicate via a series of multiple-choice menu items. Google shared a demo video of Antoinette, an Indian woman using the tech, requesting that she close the :60 spot. The Creative highlighted cinematic moments where eyes were featured in various close-ups. The project began as a licensing exercise (sourcing real films), but then morphed into a newly-shot execution, directed by Kim Gehrig.
Despite the successful impact of our “clip only” prototype edits, licensing lead time and potential cost became prohibitive. It was then determined that mixing licensed clips with newly-shot material was less desired. Creatives & Director needed to conceive and cast scenes evocative of classic cinema, without breaching copyright concerns.
The shoot was late in our production schedule ahead of a Broadcast date (’22 Oscars), Lucky Day hired a trusted Assistant Editor to be on set to prep/share footage asap, and we turned initial edits within a day of the shoot wrapping.
It was critical to use Antoinette’s “real” vignette, but the result used almost half of the :60 running time. Kim Gehrig & Somesuch cast over twenty talent to be captured over a two-day studio shoot in Los Angeles delivering a incredible variety of options allowing editorial to finely craft pacing & convey emotion.
Aside from the English voiceover and end card copy, the beauty of the Creative is the incredible emotion conveyed by a pair of eyes, which we believe is universal. While each shot evokes a cinematic moment, the audience need not know the context of each “scene”, viewers are simply drawn in to the intimacy of the human experience.
No AI used.
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