Issue link: http://digital.copcomm.com/i/426326
www.postmagazine.com 34 POST NOVEMBER 2014 which would also generate ongoing visibility with an international audience online. The key device of the promotion was a high fi ve — the hand slap would link players at kiosks in New York City and Amsterdam. If their hands met on the screen at exactly the same time, each party would win free KLM tickets to the other's city. The Live High Five initiative would be a 1:30 spot capturing the excitement of game play, the reactions of participants who came close to winning and the joy of those presented with giant KLM tickets. It supported a fully-integrated campaign with TV, radio, display, print, social and PR components. Minivegas fi elded two production teams working in parallel: creative di- rector Andrew Watson in New York and director Maarten Boon in Amsterdam. "We knew how we wanted the fi lm to feel, what emotions we wanted to cap- ture, and we also preplanned a number of specifi c angles, positions and lens combinations that we knew would work well in the edit," says Watson. The directors opted for unobtrusive Canon C100 cameras and sound men armed with long booms to capture the reactions of players without invading their space. "When shooting things like this you always want to capture true, honest responses and emotions so keeping the crew in the background as much as possible is crucial," Watson says. "You also need to be on your toes so that when something happens you can get close quickly and not miss anything. The C100 was great as it's light enough to [move] quickly into position and swap out lenses when necessary." Since Minivegas has a background in animation and VFX it prides itself in being capable of producing projects end to end. "For KLM we brought in [editor] Ben Putland, who we have worked with a lot and who we knew would understand the style and rhythm we were looking for," says Watson. "Of course, cutting an eight-hour ex- perience into a 1:30 spot is always chal- lenging — but we were focused on telling the story and capturing the energy and emotion of the day rather than getting bogged down in the fi ner details of how exactly everything worked. In the end, we had enough footage that Minivegas created KLM's Live High Five spot, which captures the energy and excitement of a live game. HP's Ghost Wave was cut at Whitehouse Post and runs approximately eight minutes, making it feel more like a fi lm than an advertisement. CONTINUED ON PG 44 ADVERTISING & THE INTERNET