Freddie Stevens

Automotive - APPROACH

That cars poetically embody the metaphysical would be boldly hifalutin if it wasn’t so obvious. Few things place us in time like cars, and nothing moves us through space the way they do. The cultural gravity is ironic, iconic, and so let's defy it, albeit symbolically.

Each vehicle will be established in wide-open environments, offering the scope of our natural world: an open desert, snow-covered mountains, and country plains. At first, microscopic in the frame, the vehicles will cut across these seemingly interstellar landscapes, leaving meteoric wakes of sand, snow, and dirt behind them. But it's clear what we're looking at: cars bridging gaps, moving in and out of vast natural worlds with intention, decisive force, and grace.

As the story progresses, we come closer to the curves and machinery. When we finally reveal yellow and white lines of paint on city streets, our vehicles will be crossing them rebelliously but with poise. The car frames the city, not the other way around. These vehicles, from pioneering the natural world, come to define our famous metropolises, so why wouldn’t they have the authority to break their boundaries?

Food & Beverage - LIGHTING

Bold highlights, lustrous sheens, luring shadows, dynamic contrast. Maximum craveablity—glistening crystal glasses marked with prismatic perspiration, dripping condensation, and perfectly pinged highlights.

The gateway to the world of Johnnie Walker is all in the lighting, which will elicit the kind of craving you can’t knock. Like the hook of your favorite track, our spirits will capture eyes with a refreshing presence as every ounce will be cast in the lighting of our choice.

Bright, high-noon light defines a summer look, while a low and slowly rising horizontal light will affect a sense of blossoming spring. Moody fading light evokes a fall look, and a warm and welcoming glow will radiate the sense of a cozy winter fire.

Shadows will be used to contextualize the wider scene through movement as we see the bobbing of palm trees casting their swaying, sun-broken shade on the table. We can also create a sense of temperature by creating cool, shadow-laden textures contrasted with brightly lit props.

Tech - LOOK AND FEEL

Beautiful, natural and cinematic. Initially we create an atmosphere that draws us in with a bit of suspense and mystery. Then, the energy kicks off, action breaks and it’s light-up to reveal quick-cut close ups of gaming memorabilia and our badass hero belaying down into the caverns.

It’s all about revealing more and more of our heroes’ passions while we connect with their stories. Then, just when we’ve got to know them… BANG… we reveal the new iPhone with glimmering awe as it lights up our entire world. Nothing feels too dark and moody, yet it’s not overly bright and garish either. Colors are prominent and natural. Nothing forced, the mood is a culmination of suspense that climaxes with a signature simple solution from Apple.

Food & Beverage - PRODUCT

The key here is to integrate PEPSI in a way that feels totally natural, one way will be to capture it using mixed camera formats. When you shoot a product shot on an iPhone for example, it instantly adds a layer of authenticity, rather than solely relying on perfectly shot cinematic frames. We’ll capture premium pack shots too, with perfect lighting and bold composition—all while retaining an organic feel.

PEPSI is the star of the show and we will ensure that it is naturally integrated into our scenes. When our celebrity talent grabs a can, we will be sure she radiates with charisma. We clearly signal that all her energy, all her expression, our entire story is a direct consequence of the product’s impression, positioning PEPSI as the catalyst for an epic experience.

Sports - STRUCTURE

ACT I

Slow motion, our hero sprints down the dark city streets. As he takes off, his story is portrayed through snippets of his home life: teeth brushing, getting ready for school, him cooking breakfast as his little brother looks up to him admiringly. Again sprinting, this time up the steps of school and down the hallways. After school is hardly any different, sitting on the bleachers of the soccer field, he laces up his Nike cleats while laughing with friends. Slow motion shots of him juggling the soccer ball shows his brilliant skills, this is our moment of grace. It all culminates in him walking with his posse of friends —all smiles, arm around his girlfriend, his cool is effortless. 

ACT III

Family dinner, we glimpse the foundation of this young man’s life: a single father who loves his boys with every fiber of his being. Intercut juggling and shooting with dad helping him do homework. He tucks his younger brother into bed at night then, he zips up his soccer ball in a Nike backpack and sneaks out of the house. We end with silhouetted trick shots in the streets followed by a slow motion shot of him walking towards the camera, his presence in a word: driven.

Fashion - CASTING

He’s an earthy man this denim clad cowboy and we have seen him before. Make no apologies for his salt and peppered hair and stubbled complexion. Likely a smoker at some point, it's reflected in his voice. But the most important thing for this casting choice? —His hands. It is imperative we cast someone with cracked, callused and beat up hands. That kind of authenticity can’t be faked, and it will be evident in his overall character. Pretty hands and manicures are a no-no. Yes, let’s make sure he looks good in jeans, yes, he’ll have the jawline, but if he can’t hold a wrench in the shot like he knows what he’s doing then it’s all for nothing.

The point is we don’t need to cast professional actors. Given the action, we are much better off finding a real mechanic who can live in the scene with ease and comfort. I plan to roll cinéma vérité style and with this freedom we can cover our leading man without the pressure of calling “action!”