Team One, the advertising agency behind Lexus and American Express, asked me to help them with one of their campaigns. They wanted a concise piece that would communicate the lifestyle of a target demographic, males 21-29 with a household income of $75K+, while also highlighting the media touchpoints they access every day.
In creating the concept for this video, I wanted to not only show this demographic’s lifestyle, but represent it in tone, editing style, and music. We came up with the idea of following an actual guy in the target demo and seeing a full “day in the life”.
I went with a mixture of HD video and rapid-still-photography (you could say paparazzi style) to represent the demographic’s fast and flashy, work hard/play hard lifestyle, and to also focus in on the media touchpoints (billboards, cell phones, etc.)
During the editing process, I added in light motion graphics that communicated necessary demographic stats while adding to the energy and keeping in tune with the style.
The shoot itself was crazy, as I was literally running around trying to follow this guy throughout his day, but I think the end result turned out great. And more importantly, Team One thought so too, telling me that the video surpassed all their expectations. But check out “A Day in the Life” for yourself and let me know what you think.
