Perhaps one of the most rewarding things about commercial projects is that there is no mold for the direction to take. Often times with our clients, we conceptualize their piece from scratch based on their brand, their message, and any feedback they give us. In the case of Totally Rad, we were given the opportunity to run with our idea given the parameters of their product and how they wanted it to be portrayed.
Totally Rad is a great little company that specializes in creating Photoshop Actions and Plugins. For those who don’t speak “Photoshop”, what that means is they create really cool filters and tools that allow you to customize and tweak your photographs after you take them. They are about to launch their newest platform called RadLab, which will allow the end user a very simple and intuitive interface for altering photographs. Having seen the program and the way it operates, we can confidently say that anybody could learn to use RadLab in under 10 minutes. RadLab is a really cool little piece of software. For more info about RadLab, click HERE.
They approached us to create the spot for the launch of the product via an online campaign. So we brainstormed with them, conceptualized, storyboarded, and scripted what you see below. Hope you enjoy!
As always, a couple Behind-the-Scenes photographs from the shoot:
Running over the script and making sure everything fits just right. . . .
Doug delivering the message with precision. . . .
It’s all smoke and mirrors. . . .
Another perspective from multiple shots. . . .