Last week Dentsu JaymeSyfu, Philippines released a new spot for SMART, one of the leading telecommunications companies in the Philippines. The spot promotes SMART’s GIGA Data Promos that paint a picture that was all too familiar in this “new normal” that everyone has been adjusting to the past few months.
Young people are living online now more than ever, doing everything from playing mobile games to chasing dreams and even helping out the community through the convenience of their phones.
What sets this video apart, aside from its quirky and upbeat energy that stands out in a sea of serious and emotional content, is that it was shot with absolutely zero contact.
Understanding the seriousness of the pandemic, everyone’s safety was of top priority and the whole team remained at home as they put the project together. The process – from agency brainstorming to client presentations, to director’s briefing and finally, the shoot itself – was done in virtual meeting rooms, making the entire ad a 100% virtual production, often times making use of the very data services it was promoting. Everything was coordinated online, and shot on an iPhone. 11 of them to be exact.
Not so long ago, it seemed unimaginable for a director not to be physically present at a shoot. Now, clients, agencies, and production houses are pushed to be more adaptive than ever. And the director, Adrian Calumpang, was up to the task with a clear vision and careful planning. Behind the scenes, casting even made sure to choose talents who had previous experience shooting their own videos on social media. With the help of tripods and the occasional family member, the talents became their own camera men and Directors of Photography, playing back their takes to agency and production through a Zoom call. Having real people film themselves, doing things they normally did in their own homes, gave the video its raw and authentic charm.
“The ad aimed to be positive while accepting this new reality, to show how we are grateful every day by living our lives to the fullest with what we have” Miriam Choa, Group Head/FVP Prepaid Marketing at SMART explains.
When uncertainty is our reality, we rise above with the things that matter, so goes the spot, and it shows us just how people—from teens experimenting with new hobbies at home, to agencies filming a TVC on a Zoom Call—outdo themselves every day in this new normal.
Client: Smart Communications Inc.
Agency: Dentsu JaymeSyfu
Director: Adrian Calumpang
Production House: Arcade Film Factory