When you see this spot with a camera gently drifting through a restaurant full of frozen statues, the first thing you might say is how effortless it all looks. So if I told you this Georgia Power spot was one of the most challenging projects I've directed in recent memory, you’d look me in the eye to see if I was pulling your leg. But I’m not. Making people ‘act frozen’ for take after take is pretty hard work, and in my opinion just as difficult as capturing a ‘moving’ performance. Because frozen doesn’t look ‘frozen' unless there’s some kind of gravity-defying posture, and it will look pretty dull without some kind of frozen story. Which can get tricky. For example, the little girl reaching desperately for her falling juice cup could only hold her arm for a couple of seconds before she got the wobbles and the moment was gone. And the burger-flipping chef had an even greater challenge because the spatula he was holding was impossible to keep still with all the reflections. Reset. Go again.
But here I should also point out that this project was also a blast to shoot. As a director you get an incredible high when you pull off the ‘impossible' and I’m proud to say that yet again my team somehow managed to capture every one of the shots I’d storyboarded and make each one look great in one short day. The angles and lighting. The humanity and intimacy. The energy and scope. Everything I had imagined is there in the finished piece. And yet my favorite moment in the film actually isn’t a frozen scene at all. It’s the final beat in the story, when the little girl gives her mum a priceless look after her juice has miraculously spilled back into her cup and takes a sip. That made the wrap party at the restaurant bar particularly satisfying.
Backyard Director: Nick Piper
Backyard Executive Producer: Kris Mathur
Backyard Line Producer: Anton Maillie
Agency: Three Atlanta
Agency Producer: Janet Mason
Agency VP/Creative Director: Brad Ramsey
Agency VP/Creative Director: Jeff Cole
Agency Sr. Copywriter: Brad Scheck
Agency Sr. Art Director: Michael Frizzell