The core objective of this campaign is to drive awareness and action toward retirement planning through the Deserv platform. We utilize a creative strategy centered on subtle humor and relatable narratives to transform a traditionally heavy topic into engaging content.
Retirement Campaign
Overview
The Treatment
Film 1:
Tight close-ups on the protagonist’s face to capture the internal realization, contrasted with a sterile, polished office environment.
Film 2:
A naturalistic setting (e.g., a bedroom at night or a park) where the soundscape emphasizes the quiet, honest bond between father and son.
The Craft
Cinematography
- Static, rigid frames for Film 1 (trapped/corporate); fluid, handheld movement for Film 2 (organic/intimate). Sharp lensing with shallow depth to isolate the “realization.”
Editing
- Rhythmic, “ticking clock” cuts for Film 1; slow, “breathing” cuts for Film 2 to let the emotion land.
Color Grading
- Sterile, desaturated blues/grays for the “Grind” vs. warm, golden-hour ambers for the “Home.”
Film 1 (The Grind): Driven by rhythmic, mechanical percussion or a repetitive ticking-clock motif. The music abruptly cuts to total silence during the “moment of realization” to sharpen the awkward humor.
Film 2 (The Home): Features a soft, minimalist acoustic track—think gentle and warm strings. The audio is airy and naturalistic, prioritizing the clarity and emotional resonance of the dialogue.
