Directing from Isolation: Matt Aselton Remotely Shoots TD Bank 'Dancer' Remake
Following the PM's address on Sunday, are we starting to see a path out of lockdown, or not? The jury is definitely still deliberating that one.
Whilst that debate rages on, realistically remote shooting and UGC will be with us for some time yet and remakes are all the rage.
In that spirit, TBWA\Chiat\Day NY brought Matt Aselton and the team together again to re-create their successful TD Bank ‘Rhythm is a Dancer’ spot from last year.
This time the hero, played by actor Julian Rozzell Jr. at home (clearly on furlough). He’s deposited a cheque using the TD App which is naturally cause for celebration. Cue the music and the familiar dance routine. It’s refreshingly honest that the brand is front and centre in this spot that gently encourages customers to bank from home.
The ‘How Did They Shoot It’ question is also worth some explanation.
Matt and the agency decided early that no one would set foot inside Julian’s home and everything would be done remotely. A rigged iPhone 11 and a very small lighting package were delivered to him and with the help of his sister, relaying Matt’s instructions.
The shoot was given a structure and a workflow to allow for remote direction with agency/client also able to view in real time.
The experience was new to the whole team and the nuance of working in person on set with cast and crew is diminished and the sense of collaboration is very different - “like wearing sunglasses in the cinema” was how the creative director described the sense of being slightly removed from the set.
That said the actual ’shoot’ went very well and the end result demonstrates you can have fun with UGC, capturing the spirit and energy of the original. There was also a liberation of sorts from the client’s POV in terms of the need to over-manage everything. A change of mindset to actually let go at a certain point and allow the project to just run.
So maybe one upside of all of this is regaining some of the client/agency trust that’s been eroded over the years.
Client: TD BANK
Head of Brand: Arianna Lewko
Agency: TBWA\Chiat\Day New York
CDs: Jexy Holman and Nuno Teixeira
Sr Producer: Ruganzu Howard
Production: Arts & Sciences
Director: Matt Aselton (repped by BOLD in UK)
EP: Mal Ward
Talent: Julian Rozzell Jr.
Category: Banking , Finance
Genre: Choreography , Comedy , Music performance , People