Back in May of this year I was given the task of a commercial. A three minute film, but nevertheless, an actual video production. A COMMERCIAL.
A lot of you who know me know that I work as the in-house visual production for Becky Higgins alongside all that I do right here. They as a company were approached by American Airlines to be featured on one of their in-flight video segments highlighting innovative businesses. The idea was put on the table and I figured, go big or go home right? This project quickly became so many moving pieces and the entire process was thrilling. I am now able to share it as it launched a whole new campaign alongside the all-new Becky Higgins website – another project I designed, but more on that later.
The commercial began with actual story boards that I created and had to submit to the agency. And yes, I even googled story boards and what they look like so I knew where to even begin with it. How’s that for transparency, eh? Next, it was pulling together a crew that would catch my vision for what we wanted and who would be able to make it happen. I instantly thought of Steve Karr who was my right hand man for my campaign shoot with PetSmart. He guided me through the process of assistants to hire as well as the equipment we would need to pull the job off. Remember, I had a vision, but this was my first rodeo. I am so grateful to him for his help, guidance and support throughout this entire thing. The guy is a gem and an expert at what he does.
From there we secured talent through friends and family we already knew of as well as hair, makeup, the location and set decoration and design. Celestial Williams and Jaime Bravo both handled hair and makeup for the day and, as always, did an amazing job. Jaime even makes an appearance in the film with her husband as our newlyweds. We were even able to collaborate with a local recording artist, William Joseph, who created the final music piece for the film.
I just have to touch on the individuals who stepped in to play these parts. They come from everywhere and are not professional actors. However, you would never know it. They jumped right into the task and made this film absolutely incredible. A special note to Nick and his mother Tracy for fulfilling a harder role and inspiring the rest of us with their story as well as their journey. If you do not know Nick and the battle he is facing, get to know him and support him right here. Meeting them was such an honor.
All in all, it was one of the most rewarding and amazing experience. It was also exhausting in the best possible way. A HUGE thank you to the entire team that helped make it all happen, for all of the details taken care of and all of the support throughout the process – this would not have happened without all of the amazing women I work with from the Becky Higgins team. And a big thank you to Becky for believing in the vision and allowing me to run with it. I hope you all enjoy!
Story line, visual direction and final editing: Kara Layne
Videographer: Steve Karr and crew
Soundtrack production: William Joseph
Project support and executive direction: The Becky Higgins Team