The idea behind the latest spot directed by Taxi Films director Stephen Lance was to create a homage to the film Grease, but with an Australian slant.
When shooting the spot, for client Aerogard, via agency Euro RSCG Sydney, Lance wanted to create a timeless tapestry of colour and texture in the design and wardrobe that evoked summer memories of camping.
Using the song and original film as a cue, he set about shaping a mini-movie around a caravan park location on the Gold Coast, Queensland.
Each scene needed to evoke a summer memory and also pay reference to the film. Lance used a lot of choreography cues from the film to inform the blocking of the scenes, which lead into the finale on the main street of the caravan park.
He wanted a moving camera, sweeping effortlessly from scene to scene, to give the audience the feeling they were in a musical feature film.
"D.O.P Geoff Simpson brought a real sense of confidence and artistry to the look. We used the Arri Alexa and I was totally impressed with the quality and latitude of the camera," says Lance.
Click here to watch the spot.
Euro RSCG, Sydney
Senior Art Director: Adrian McNamara
Copywriter: Paul Suters
Senior TV Producer: Tania Templeton
Sound & Composition: SongZu
Post Production: Cutting Edge