WB Discovery
Campaign Concepting
Live Action
Post Production
Toolkit
At SPILLT, we look at potential partnerships and projects through several lenses when evaluating if we are a good fit. One lens is something we call the 4 R's (Relationships, Reward, Reel, and Rationale / Reason) And, from the beginning, the collaboration with The Freshwater Trust intrigued us because this brand story had high marks for RATIONALE. Their Basin Scout technology was not only innovative, but it was also a potential existential game changer since its sole purpose was for more effective water conservation and, ultimately, the betterment of the planet.
Executive Producer
Kate Swift
Producer
Katie Mariani
Executive Creative Director
Ed Rhine
Director Live Action - Senior Creative Director
Brian Eloe
Editorial
Alex Miller, Herman Nieuwoudt, Brian Eloe
Design, Animation & Compositing
Adam Schmisek, Samantha Mireles
Color
Herman Nieuwoudt
Is there anything more rewarding than when "life-changing" concepts are involved?!
Right away, there were some exciting challenges as the multiple stakeholders, who were very passionate about the subject, disagreed with how this story should be presented. Add to that, the audience for this was the .01% of the 1% and possibly not active philanthropists, and it was clear that before we could dive into "making a video about water conservation," we needed to align on the messaging approach. We deployed a series of group and individual workshops to help us not only understand the problem but also better understand the solutions that the leadership group had already deployed.
Quickly, two things emerged: 1) The passion for the subject led to a frequent tsunami/overload of details that turned audiences off. 2) In general, there was a lack of understanding about their end audience and the best way to grab their attention.
This insight helped us convert the thinking from "WHAT WE WANT" to "WHAT WE NEED" and turn the ask for a 5-10 minute video into a more concise and direct introduction that would appeal to an audience with little patience for long-winded appeals. With the messaging in place, we made a video to lead prospective donors into a conversation eager for more details. SPILLT was responsible for all messaging, editorial, graphics, and project management.The results? Meeting the 25 million dollar fundraising goal in less anticipated time and getting several significant corporations involved in the full deployment of Basin Scout. More importantly, though, it was a jumpstart to addressing the extreme water issues facing our nation and world. Ancillary to that, it led to another project aimed at legislators and policymakers. That sounds like building a bonafide partnership to us!
"Dream Home Inspector" was all about promoting the giveaway of the HGTV Dream Home 2023. To do this, we built out the creative to feature Dan Schachner, best known as the Puppy Bowl Ref, playing a custom home inspector. This part of the creative required seeing several areas of the house and having it staged precisely as a potential winner would receive it. Moving quickly was the name of the game - which isn't easy when one of your stars is a pup. Thankfully, we found very capable set dogs and had animal handlers who allowed us to get our moments quickly.
In addition to showcasing the 2022 HGTV Dream Home with the help of Dan the Ref, we also had to turn the space into "Anywhere USA" where the partnership with Wayfair and Puppy Bowl could shine as "The Best Seat In The House." This concept imagined some "surprise" house-guests dropping by to catch the big game with their fur-friend Yogi. Of course, comfort is the name of the game, so interwoven in the story-lines were custom pet furnishings available on Wayfair that had all doggos cozy up their pet sofas. Now, if only Bill wasn't such a nerd and could vibe better with Yogi's friends.
In all, there were four pieces of content produced under this concept of "Best Seat in The House" to support the co-branded partnership between Wayfair and Animal Planet. Totally PAWESOME!
While preparation is the name of the game for any production we do, this one had many moving parts and a very tight window, so all of the details mattered even more. Plus, with multiple stakeholders and different brand agendas, presenting those details needed to be first-rate and clear. From scripting to storyboards, we had to have a tight picture of how we were shooting each scene for each spot, and since they were each unique creative, keeping dialog and actions straight was critical.
Then it came time to cast human and canine talent, and we had to be sure we were hiring the best. Our animal talent would be working close to each other and being asked to do some tricks, not typical of dog behavior (Hello?! dance party). Thankfully, the animal trainers got an early jump, teaching our dogs and acclimating them to each other so that when shoot day came, we could work with them and avoid doggie conflicts.
The proof is in the pictures. Our meticulous preparation led to enhanced on-set communication, and the moving parts, like a fine-tuned watch, brought the overall "temperature" down. Plus, the delicate dance of multiple cameras, a pack of pooches, and all of the human circus behind the scenes was on full display. The result? The shoot days were full of confidence, calm, and fun doggone it! That was critical to working with animals who have keen senses regarding nervous energy or stress.
