FAIRWINDS CREDIT UNION :30 AD "DEDICATION"
FAIRWINDS Credit Union is an American member-owned credit union that is headquartered in Orlando, Florida and serves the Central Florida area. FAIRWINDS approached us with a task to produce a high quality :30 TV spot introducing their new Orlando City Soccer & Orlando Pride credit cards. We love being presented a clean slate, giving us full creative control from concept to delivery.
From the ideation phase to writing and eventually producing the ad, we had to be extremely intentional with our process. We had to make sure the ideas we were dreaming up were in fact possible and within the realm of our budget.
The first thing we do when preparing a script is coming up with a long list of scenarios. We carefully decide what’s worth pursuing and start to create a narrative. This ad follows the story of a soon to be wed couple revealing the contrast between being both business professionals and fanatic Orlando City/Pride supporters. The ad concludes with the couple positioning FAIRWINDS as the hero who is here to bridge the gap with it’s all new Orlando City/Pride Credit Cards.
After the script creation process, our next step in pre production is where our Art Dept. tends to shine. From sourcing and creating props to scouting appropriate shooting locations they always come through in the clutch.
After searching far and wide for a specific needed product for the shoot, we came to realize it didn’t exist. So, we created it.
Alongside FAIRWINDS we sourced fan swag for 25 extras and 2 principle actors.
We aligned with FAIRWINDS on messaging for the official Orlando City and Orlando Pride Credit Cards used in the ad.
Props on props on props sourced for the supporter section scene.
It was a requirement for this shoot to book 3 locations to accommodate the narrative. We scouted dozens of locations in the Central Florida area and finally decided on the ideal 3.
Location 1 was John Craig Clothier, a Mens Boutique located in Winter Park FL.
Location 2 was Calvet Couture Bridal, a Bridal Boutique also located in Winter Park FL.
Location 3 was a bit of a challenge. We had the task of creating a stadium setting in a parking lot. After some preparation and planning we deciding on renting bleachers and shooting in a way to accommodate the shooting atmosphere.
An additional request from FAIRWINDS was to capture photography of the principles through out the production for additional marketing collateral. We love these types of productions when we get to utilize more than one component of our creative team.
ANIMATION / END CARD
We knew that when it came to our end card animation, it had to meet the level of production set forth by the established aesthetic. To achieve this we utilized C4D and After Effects.
BEHIND THE SCENES
We produced this ad over 2 full production days, in 3 different locations. We shot on the RED EPIC with the Rokinon XEEN 24, 50, and 85. Lighting by our friends at Kino Flo with the dual 4×4 bank Daylight Bulbs. Motivation by The Dana Dolly, and Kessler Crane Pocket Jib.
“DEDICATION” :30 TV COMMERCIAL CREDITS
Client – FAIRWINDS Credit Union
Production Company: Spry
Director: Josiah Sampson
Cinematographer: Josiah Sampson
Assistant Director: Devin Richards
Producer: Derek Miller
Gaffer/Grip: Josh Hemmingway
Assistant Camera: Christian Gonzalez
Set Design: Derek Miller/Valentina Salazar
Wardrobe/Hair & Makeup: Ali Lee
Location Audio: Dan Reinecke
Editor: Josiah Sampson
Color Correction: Valentina Salazar
Animation: Patrick Phoenix/Valentina Salazar
Starring: Emalie Noelani Holmes/Casey Coy