ITV PLAYER ON ANDROID / itv
Lots of journeys, lots of locations and lots of ITV content to enjoy on the go. This ad called for freeing the reins and letting the artists control the movement of the camera.
With Arri Body Rig and Alexa M via tethered fibre, the camera was truly left to freestyle. The resulting POV gave us the desired perspective on the walking while several plate layers provided the foreground device action. Checkout some behind the scenes pics below.
The second phase of the campaign came about purely by chance. The client returned to director Phil Bolger with two contrasting results. The 1st ad, had produced huge upswing in downloads of the new ITV Player app for Android amongst 16-34 females. But it hadn't shown significant penetration amongst housewives with kids. How could we recut the ad to skew the message towards this older demo?
Phil's response was to revisit the rushes to explore the possibility of a whole new creative that centred around the scene featuring the housewife. The resulting 2nd phase saw a marked increase in downloads for the app amongst this targeted demo.