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.
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.
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.