Wouldn’t it be great to inspire a bunch of positive chain reactions?
The end goal here isn’t to create the most innovative visuals, the most beautiful art direction, the flashiest edit, the most amazing transitions, or even the cleverest or funniest scenes . . . it’s to inspire viewers to do their own simple actions of energy conservation.
After much exploration, I’ve come to believe that the best way to accomplish this goal is to balance the best aspects of several different approaches -- including magical-yet-effortless visuals, inventive cinematography, playful humor, bold art direction, and surprising transitions – and weaving it all together with an energetic editorial style.
This hybrid approach is the path less traveled, but in this case, the benefit’s well worth the effort, because it gives us our best chance at bringing this great, positive concept to life with its very own unique storytelling style and voice.
Thank you again for asking me to share my approach. This is really something, and I can’t think of a better way to start the year!