Your best work
anywhere.

Prepared for UPDATE by Lathien Pictures
and Supernova Productions.

04 — Director’s note

Heightened elements.

THE ACTION

For the main action of the spot I think we have a ton of opportunities to be creative. The core idea of the spot is this extraordinary transformation, facilitated by advanced and incomprehensible science, being treated like business as usual. But I want to make sure we feel the high stakes, and I want some mystery. Who are these scientists, when and where is this lab, and what does it all mean?

The principal elements we have to play with are the scientists (casting), the style (wardrobe, hair and makeup), the set, and the performances.

I’d love to take all the great elements we have going in those areas and heighten each one to create more interest and emotion. Nothing insane, but a little elevated. Turning the knob past super sleek to more fun and a bit otherworldly. It’s still a pristine white lab, but we’ve injected a bit of the Wonka, softer edges, fun tech, maybe there’s even a dash of weird. Not over the top or silly, but letting that Gentle Monster–meets–Wonka feel seep into all the visual and performance elements. I’d love to hint at a larger world beyond the lab, create some mystery and a desire to know more.

We’ll speak to casting, style/wardrobe, and set design on the following pages. As for performance I love the stoic vibe we have going, but I want to make sure the stakes are high and the characters are approachable and human. This may be business as usual, but it’s not casual, it’s a big deal. Like if you worked in a nuclear reactor. The actors should be focused, locked in. (Like UPDATE.) They embody the core brand attributes, but they also ground us in the world of the lab and the fun, weird science going on around them and invite us to want to know more. I think we can play with moments like putting on the goggles and powering up the device to build some tension.

03 — Our approach

Simple but a little extra.

Mood — Tone

Yesterday’s tomorrow.

Optimistic, a little absurd, never dystopian. The future the way 1979 pictured it.

Mood — Texture

Quietly satisfying.

Matte, tactile, made to be touched. The click, the hum, the glow.

05 — Look & feel

Pristine lab. Fun texture.

For set design I think we keep it restrained, fun and science-y. This world already exists to some degree, so we are just expanding it. We want the science to feel heightened and the lab tech to feel playfully advanced beyond our understanding. I think we can let the transformation beam apparatus become one of our characters here. Something cool and interesting we see from the opening shot. Matte finishes, soft diffused light and surfaces you want to touch.

06 — Casting

Cast with precision. Approachably advanced.

I’m thinking interesting, real people for our scientists. Someone you might meet in your neighborhood, but be curious about. Maybe we wonder where they’re from. We’ll build the final five with your team, across race, age, gender and body type, so each one can carry a flavor and an audience of their own.

07 — Style

Lab-coat chic.

HAIR & MAKEUP

FLAVOR ACCENTS

08 — Deliverables

Thirteen assets. One shoot day.

09 — Schedule

Hypothetical schedule.

A working plan. If the award date shifts, the dates below shift with it.

The people on this call are the people on set. You work with us directly, from the first call to final delivery.