THE SALVATION ARMY - RED SHIELD APPEAL

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this special and important project was enriched by Good Eye Deer's role in it. They were particularly good at suggesting cost-effective production techniques and processes.

Kirrilee Trist, Marketing & Advertising Director, Communications & Public Relations, The Salvation Army

the brief

Mezzanine Media asked our support to produce, shoot and edit a series of CSA scripts
 

Creatively developed by The Salvation Army for the 2015 Red Shield Appeal, the commercials needed to show a range of services the Salvos’ offer, in a way that raised awareness about the issues – but also gave hope. From the 60 sec script, we were required to cut the ad down to 1x 30sec and 2 x 15sec TVCs for the campaign. We also needed to work with a small crew and in-house Salvation Army staff to maximise the budget.

our approach

To show the emotional reward of what the Salvos do for others, we shot in two styles: static and handheld.

As the concept was to show the Red Shield Appeal’s value, we chose to shoot the project “handheld” when a character was in crisis. Then, when the Salvo’s came to help, the cinematography is stable with locked off frames or smooth dolly-shots. Our goal with this technical and creative choice was to enhance the theme of “hope”. Production was arranged in just 8 days, using a mix of actor re-enactments and real-life recipients. Shot across Australia.


Assets produced
  • 60s National TVC for cinema release
  • 30 second TVC cut down
  • 2 x 15 second TVCs:
    • Drought
    • Domestic Violence

30 second commercial
released nationally

A 30sec TV Commercial (CSA) for the Red Shield Appeal 2015 campaign showing just a few of the vital services The Salvation Army offers in Australia.

15 second cutdown
"drought"

15 second cutdown
"Domestic Violence"

credits

Agency: Mezzanine Media

Video Production Company: Good Eye Deer

Writer / Director: Kirrilee Trist, TSA

Producer: Olivia Olley

DOP: Gavin Banks

Colour Grade: Final Post

The Salvation Army

 

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