ABOUT

Drink Different, Think Different
Let’s face it, we’re all different. And that’s something worth celebrating.
Different looks, different problems, different attitudes. It’s often just us and our brain, running a million miles an hour trying to work out what we should be doing.
So then, having something as simple and delicious as the tangy taste of cranberries to give us a health boost seems like the easiest decision in the world that everyone can make. A win-win, no matter who you are. What I love about this campaign is the combination of great copy against striking imagery; a classic but contemporary, underused way to stand out. Ocean Spray’s bold red and blue palette will help hit us with that simple message – let’s embrace our differences and go beyond the traditional. Many thanks for thinking of me.

Approach
REACTION
In this spot we play the stream of language off against a stream of emotions. I think that the most effective way to play this will be to quickly jump-cut between the contrasting expressions, as our character tries to work out just what she thinks about this new (to her) taste sensation.
It may be as simple as just losing a few frames between each expression, so there’s no sense of a transition, and a jump from face to face, while the Ocean Spray stays more or less static. I think we’d want to spend maybe half a second on each face – but this is something we can adjust in post to see what rhythm works best alongside the rapid-fire voiceover.
Of course, we’re looking for someone with a great range of facial expressions here. I know a lot of great comic actors that could probably make this really funny, but to be honest, I’m looking forward to who we uncover in the casting process!
BEFORE & AFTER – UTI
This is like a Sliding Doors moment for our character so it’s all about nailing that twist. Again, it all comes down to a performer who can give us real, yet amusing, facial expressions. We’re laughing because we empathise. Our actor has to convince us of the contrast between wincing and sighing and relaxation and relief – the difference Ocean Spray makes.
The pan effect is simple enough to achieve through motion and frame matching, but will be very effective. Having our characters able to look through into a dimensional rift to the other version of themselves is super-fun. The “Before” character is curious and a bit envious, while our Ocean Spray equipped character is content and relaxed, with nothing to prove.
It can make sense to capture the SWEET RELIEF with the same character in the same setup. Whether we need to find that ideal office cubicle or build enough to simulate it, it’s more work than our other sets, so we’ll possibly want to use it for both assets.


Approach
HEADLINE + HERO
As opposed to the contrasting facial expressions in the other spots, in these spots we want to keep everything nice and deadpan. Here the text and voiceover tell us everything we need to know; our character is just having a pleasant experience drinking cranberry juice or eating craisins. Not only does this give us a hilarious insight into the chasm that can exist between our inner voice and outer expression, but it will also leave the spots open-ended enough to use for a variety of messaging and scripts down the track.
So ideally, alongside the COSMO, FARMER and CHRISTMAS spots, we will also be able to capture these simple pans and actions for SUPER ENERGY, LIKE GREEN JUICE and A LITTLE DIFFERENT. We’ll finish on a nice long deadpan shot of our characters that can be used for spots of varying lengths. Of course, our performers also must be able to give us the expression – or micro-expression – that perfectly conveys the vibe of that message, so in casting, we’ll give the stills and motion equal weight. As mentioned, we’ll try to grab as many of these spots as possible, maybe with costume or makeup changes.
STILLS
As a long-time stills photographer, I’ll definitely give this aspect of the campaign the love and
respect it deserves. By shooting the stills alongside the moving vision I can ensure that we create a beautifully integrated campaign, with a clear, distinct vision and immediate impact.
Indeed, you could say that it’s the stills which provide the visual framework that the motion content slots alongside. As discussed, we’ll be primarily shooting these stills alongside the HEADLINE + HERO
spots. I’ll ensure that the still shots communicate the same comic tone and observational feel as the motion so that the images really land