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TRADES TOWERS
Trades Towers is a very old retirement home located in downtown Birmingham. For this spot, the client wanted something fun that would appeal to the potential residents themselves rather than the adult children that would likely be the paying customers. I came up with the concept and drew the storyboards in October of 2001, but the client's budget fell through and it looked like the spot wouldn't get made. I was disappointed, because it had the potential to be a lot of fun.
In March of 2002, I got word that we were ready to go forward. The two leads in this spot are actual residents of the home and were not paid for their participation. And they were FANTASTIC. R.G. is the male lead and he provided his own wardrobe from the suspenders to the red socks. He later got in trouble with his girlfriend, also a resident, for dancing with another woman. When the commercial was done, he asked for a copy so that he could show his girlfriend why he had been dancing.
You will see a very quick shot of a model WWII fighter plane. This was included at the female lead's request, as it is the same type of plane her new boyfriend (also a resident!) flew in missions over Europe. I was happy to find a way to work it in.
For the tracking shot of the close-up on the feet down the hallway, I was in a wheelchair facing R.G. with the camera held just an inch or two above the ground while another producer assisting me pulled me backwards down the hallway. When the lady points at herself and says "Who me?" you may notice an odd distortion in the background. This is caused by an in-camera trick called a push-pull where the camera tracks in and zooms out at the same time. The push-pull in this spot is actually a poor man's version since we had not yet acquired our dolly and all I had to use where tripod wheels.
I think this spot is just a lot of fun and it's always nice to see things go according to the storyboard. It was a favorite around the office, I hope you enjoy it as well.
Email me with questions or comments.