calm app
"sleep with calm" ad campaign
creative challenge —
Creating a national ad is always exciting.
Calm approached DCV's partner Polar Productions with a concept and a technical challenge: transforming a standard bedroom into the inside of The Orient Express, all within a single shot.
We delivered.
making it work —
We decided on an almost entirely green screen approach, constructing the bed on a sound stage, with the practical elements being limited to the actress, the bed and the phone – we even constructed a ‘green and grey’ night stand for the phone pick up. We chose a dolly jib, over a gimbal rig, to create a higher angle, steady swooping shot, optimizing our track markers and flexibility in post.
We shot 6k on RED cameras creating the digital bedroom and train car sleeper to smoothly morph into one another showing transportation to a different location through a calming sleep story.
With its final distribution uncertain from the start, we tried A/B testing in local markets, Calm decided to move the spot to national TV airings, receiving positive responses and results.
behind the scenes —
