Michelle Cutler
Storytelling - THE STORY
This is an important story about saving lives, while also being a technology story. As far as communication between fire fighters and other responders, a network can start to break down due to a number of unforeseen factors. People are unintentionally doing things that put them in greater danger because they can’t connect. It’s frustrating to watch, and this film lets the viewer be privy to seeing it from different perspectives. The firefighters, however, can only watch in horror as their comrades get into greater difficulties. Edge-to-edge would end these issues immediately by giving everyone a global view of the event. Like a symphony of restoration, the network becomes a reliable tool across different agencies so that they can talk to each other in the most critical moment.
Celebrity - PERFORMANCE
My intention with every project is to play towards the emotion of humanity. We know that Lin is a trained actor, as well as an improvisational performer. instead of bringing him in as an actor in his own story, he can be the natural raconteur that he is. Inviting him in as a dynamic, heartfelt and humble guy who also happens to be the creator of one of the largest grossing Broadway musicals in history will speak to our message more than staged re-enactments. Let’s let him shine on screen and continue to hone and craft the film around his ideals. We want to know how he sees the world to feel like he has ownership over the final film, like a moving portrait from his first inkling of setting a musical in Washington Heights to being on the ground to give a hand in Puerto Rico.
Set Build - ART DIRECTION
Each room will be propped with great attention to detail. A thoughtful mix of familiar elements and solid design. A cozy bedroom. A reading nook. A breakfast table with light streaming in from off camera. A clawfoot tub. There could also be some suggestion of the offscreen world: a pendant lamp or a rug that extends beyond the frame. Even consider floating stairs that ascend out of frame. Of course, we’ll have a trusted production designer to curate and furnish these colored-wall vignettes to make sure the trio of scenes work in a series. Nothing is too precious or museum-ready; however, we won’t ignore a dose of style and polish.
Fashion - THE STORY
The looks and styles fit the type of woman she might be if she reached that goal, and the chase is driven by her integrity, resilience, and determination to do so. The woman looking at herself in another office, doesn’t just look better in her wardrobe and make up; she’s actually taking on more in her life. She’s found that power within herself and expresses it through her clothing, styling and joie de vivre. Other scenes are more obvious. Boxing, for example, is already badass. By touching upon different aspects of women’s lives, we see that the perfect version of oneself comes in many forms. Observing it is also a very personal thing, and we want to feel what she’s feeling when seeing herself as fulfilled in these moments of illumination. Of course, we will work this action and personality into the Macy’s clothes she’s wearing.
Family - TONE
As a father of four, I was blown away by the amount of personal/parental consideration written into these scripts. They were immediately engaging from a creative and emotional standpoint. I’m also appreciative of the fact that we’re defining the look and voice of a new name in the insurance market. In the best way, it’s impossible to ignore the inherent situational humor behind these scenarios. It’s what parenting is all about. They’re the types of awkward, challenging moments that fill our day and are really only funnier when told anecdotally. In my experience, the best work comes from an open exploration into every possible angle, to test out theories and ideas, and find resolve in the most poignant and cinematic solutions. This kind of shared development process is critical when launching an idea that redefines how people think about protecting their loved ones.
Food - POST
This film evokes the joyful anticipation of opening a fresh Dreyer’s Light ice cream carton, drawing the spoon across the creamy top layer swirl, and instantly escaping the tedium of every day. Centered on the enchanting nature of our lead’s musical performance, the choreography will lead the cutting points. CG augments reality where we need it, but macro cinematography and practical in camera effects, like shooting in reverse and in faster speeds (for subtle slow-motion), will already be sensual. We were then imagining the ingredients becoming frozen as the spot progress. The chocolate goes from a liquid twirl to broken bits by filming it melting in reverse. We think there is beauty in the pieces of almond and chunks of chocolate, and their visual treatment in post will embrace the organic imperfections.
Health & Beauty - APPROACH & ANIMATION
The spot is about showcasing (most) men who don't think their skin risks any hazards. We all act cocky. In the end, we know we should take better care of our skin. This doesn’t mean raiding our wife’s stash of skin products. It means taking our own singular product proudly in hand and not looking back. I want to give personality to our two men as archetypes without any complex backstories. Something about them is universal and carries strong traits for the humor to play out fully. As opposite sides of the same coin, the Hazard Man is like a cautionary tale told in graphic exaggeration. The Dove Men+ Man is also confident, but he’s not an ass. He’s the guy you want to hang out with. The guy you’d loan your new car to without hesitation. Once we’ve established the distinct characteristics of each guy, we will get natural references for realistic, unexpected facial expressions. This provides the best of both live action and animation worlds. With the animation, we can take those great performances and kick them up a notch.
About Michelle
From the world stage of the Olympics to premium house paint, Michelle pulls from her background as a visual artist and professional screenwriter to craft meaningful stories that humanize a brand message. Top muses are Patti Smith and Richard Serra with a dash of Bob Ross for color.