I bought my first home during the inflationÂ ofÂ the recent real estate bubble. Prices were soaring and the common prophecy was, Â ‘Buy now. Double your money tomorrow.’ Â In retrospect this logic was flawedÂ for millions whose dream homes didn’t alignÂ with realities of the future. Fortunately for me I bought a home I loved and could afford. I still live there today. This hindsight is the backbone of an advertising campaign I contributed to for Re/Max real estate and Leo Burnett called, Dream With Your Eyes Open,Â art directed by the ever optimistic Flavio Pina.Â A whimsical TV spot art directed by Flavio is posted here.
My contribution wereÂ two magically real print concepts about buying a home both unique and Â just-right for you. Â Like many of my projects, the earliestÂ conversion withÂ the client was aboutÂ how we were actually going to doÂ it? I saw it required some creative problem solving andÂ wanted to create as much of the image in-camera as I could,Â adding digital elements sparingly.
Creating “Castle of Cards” was possible with the steady hand of master prop builder Rich Schiller who designed with me the massive structure, whichÂ could stack and grow as necessary. I researched photographs of European castles but found that children’sÂ toys were a better guide for how to build ours. Custom cards were printed with tiny Re/Max logos and assembled in sections on set. Â The castle and the talent were shot on location in a cozy loft apartment. Â AÂ bike ride Â through downtown Chicago with my camera yielded theÂ train seen outside Â the window,Â shot atÂ a picturesque location where the elevated tracks tracks turns 90 degrees.
To beginÂ “Dog Door”, my digital tech and I flew to Orlando. After getting our rental SUV we stopped at Home Depot and loaded up on landscaping supplies and shrubs used to style the home I rented. It wasn’t a big job so we just did it ourselves. The next week I brought into studio aÂ custom made dog door and shotÂ itÂ along with the animals I cast. Although I shoot animals of all kinds, Great Danes were Â new and I learned quickly how lumbering and slow they are, cautious not to fall. Fortunately we had two dogs on set and the female was more willing toÂ push her limits. Â To take advantage of each pass of Â the dog,Â I shot with strobe at 8 frames per second (thanks Broncolor and Canon). By the end of the day I was covered to the elbow in the salmon we used to reward the dog. Again, sometimes you’ve just got to do it yourself. Â Â The only piece of CGI Â was the rubber dog door made by Fred Muram at Paradigm color and integrated in post-production by Tim Blokel of Stick Digital.
It was the kind of shoot I love because it was both technical and production intensive, but required a great deal of flexibility andÂ adaption-something I love aboutÂ photography. Â The client trusted my lead on producing eachÂ aspect and together we made a nice companion to the largerÂ campaign.
Client: Re/Max, Agency: Leo Burnett Chicago, Art Director: Flavio Pina, Art Produce: Mariana Perin, Props: Rich Schiller, Retouching: Stick Digital, CGI: Paradigm Color, Producer: Monica Zaffarano, Styling: Courtney Rust, Hair and Make up: Gina Ussel, Location: Levinson Locations
The post Making the dream home practical for Re/Max and Leo Burnett appeared first on by Saverio Truglia.
See full post here: by Saverio Truglia2014-07-22.