Kids Discover
"As the creative concept developed, the idea just seemed so simple. Everyone has been to elementary school, so it seemed so natural to build the narrative within the school’s corridors and classroom. So we thought, let’s just take it over to an elementary school for a day, go into a classroom and show all of these amazing scenes to the kids."
"It really couldn’t be any simpler than that and more honest than that. So we setup in an actual classroom and pulled in real kids and just let them play with the apps. As the director, I was simply there just to help the kids feel more comfortable in front of all of the lights, the camera and the production setup. Basically, I was there just to goof around with them and make them feel relaxed!"
"My DOP, David Jacobson was just so brilliant. He captured all of these brilliant little moments that carry the story and make up the entire commercial. It was such a simple little spot to do. But in the end, the entire commercial is carried by the honesty of the children and their actual responses to the product."
"This spot was shot on a C300 and I did all of the color correction myself. It was always going to be a very basic and simple grade. I wanted it to still be realistic with out going to far off the deep end on these things. We allowed for a little bit of imperfection between shots, so it remained authentic. I didn’t want this spot to look overly polished or too sophisticated. It just had to be real and honest."
"One of my favorite bits is when the head mistress says to the children, ‘Good morning children, just a reminder that we have an exciting day planed for you. We have a production team joining us today. Please remember to always be polite and respectful.’ ‘Polite and respectful’ - I just loved that saying and immediately wrote it down when I heard her say it to the class. I just had to have the head mistress say it again this time over the P.A system through out the school. I made sure I had my sound guys record that saying straight out of the school yard speakers so we could use it to open the spot."
