Good Ideas Deserve to be Found.
How we did it.
Good Ideas Deserve to be found was a 10-day shoot, on two continents featuring model cities, stunts, animation, full-build sets, animals, influencers, and even the iconic Grace Jones.
Together with director David Wilson and his brilliant production team at Riff Raff it all came together. Here's a look at how we did it.
Model Cities
To pull off the opening and closing shots of the film, we constructed a model city and added the traffic in post. This approach let the cars move at a time-lapse speed, while the push in of the camera remained in real time. Photo/video credit: David Wilson.
Model city, unlit, pre-animation.
Finished shot:
Model city, lit, animated and enhanced in post.
Opening & Closing Bookends
We bookended the spot with the model city. However when we return to it at the conclusion of the spot, we see the sun has been replaced by the ultimate sign of a good idea, a light bulb.
Opening, pushing towards sun.
Closing, pushing towards a lightbulb.
The Research
We aimed to show the full spectrum of ideas, even the ones that never got off the ground. After countless hours of research, we found several fun but failed businesses and resurrected them by re-creating them. Featured were a peddle-less bike, a toaster-cooked egg and a gerbil vest.
We also featured real business who grew their business with the
help of Facebook personalized ads.
Real business idea prototype that never launched.
Working re-creation featured in spot.
Toaster Eggs a real business idea that never made it out of 1970.
The Hamster Vest - a pattented idea never bought to life.
Working re-creation featured in spot.
Working re-creation featured in spot.
We also featured real businesses: Zumer Sports, Henry's House of Coffee, House of Takura, Goat House Farm, iRoll, Break Free Tech, Click & Grow.
Production Design
While many of the scenes were shot on location, some lent themselves to full on set builds, like the spa and the baseball stand.
Script/Lyrics
People have ideas. Ideas are all around.
You watch them. Bag them. Ride them into town.
And yet for every big idea, that rose to wild acclaim.
There are so many more that never found their fame.
And some might seem bizarre to you,
and some are only for a few.
like hands-free umbrellas.
Or goats on yoga fellas.
But many are small businesses that simply lacked the tool,
to find excited people who would stop and say, "That's cool."
Cause someone's idea is just the thing:
that you, your pet, your roommate's thing for fuzz
their need for caffeine buzz.
it's gliding down your feed,
that very thing you need.
So if you want to buy,
or cruise around with pride,
Don't try to fight the fire,
embrace your niche desire,
Behold. It's there.
These bikers copped a groovy bag to hold their beachwear.
Small businesses and people make connections so profound,
And all cuase personalized ads help good ideas get found.