Our client wanted to launch and promote a new mortgage program they developed that specifically benefits first responders. We decided simplicity and authenticity in emotions needed to lead this campaign. We scripted a series of scenarios that any working Canadian can recognize: coming home after a tough day and the immediate comfort of seeing your family. Each scenario features a different first responder; arriving home after the stresses and pressure of their work, all with the common thread of the moment of release felt once they step through their front door. This direction allowed us to place the client not as the hero, but as part of the support system required for our first responders to recharge and go back into the breach.

To keep timelines tight, the budget efficient and adhere to COVID protocols, we secured one GTA home (and a hotel elevator) to function as four separate locations. Supported by a wonderful art director and wardrobe duo, we were able to create four entirely different looks, all under one roof.

The result is an intimate, quiet and diverse spot that delivers a complex message in a simple and emotional way. In addition to a English and French 30 second spot, we delivered 4 x 15 second spots and a photography package for online assets.

Credits
Director: Graeme Mathieson
Cinematographer: Keenan Lynch
Producer, AD: Steve Lang
Producer, Writer: Caitie Drewery
Production Coordinator: Joanne Gnatek
AC: Chelsea Weder
Art Director: Karen Selina
Wardrobe: Ashley Galang
HMU: Kitty Allen and assistant Cherie Snow
Photography + BTS: Kristina Ruddick
Grip: Daniel Shpuntov
Sound: Matt Donkner
COVID Coordinator: Meghan Hoople
Swing, Gaffer: Steven Field
PA: Jadon Williams

Edit: Bonfire Originals
Colour: Kassi Bellamy, Darling
VFX: Josh Kaplan
Audio Studio: Post Office Sound
Audio Mix: Mike Fiore
Music: Marmoset