January 18 2011
The Haley Vines Outdoor Collection caters to Real Outdoor Women. They strive to empower the woman who braves the cold and scales the mountain in pursuit of the ultimate trophy. Their clothing range is the most technical women’s hunting apparel on the market today.
The client wanted us to show various outfits through the commercial without it looking like a catalogue shoot. Their clothing is very different so they wanted the commercial to reflect that too. The commercial is going to be shown in cinemas so it also had to have impact.
We came up with the concept of having a girl dancing through the commercial from activity to activity and as she danced between each pose, the clothing would change respectively. From hiking to hunting, snowboarding to sport fishing and so on. We chose local dancer and physical entertainer Dianna David for the role of the dancer. She was great fun to work with.
All the backgrounds are original motion graphic elements and 3D. Dianna was shot multiple times wearing different outfits on green screen, then edited together in final cut pro and blended using after effects.
You can see the tv commercial under our work section.