PetMet is a video campaign produced by Zurna Creative to promote a smartphone application. The first product, targeting pet-owners in major US metropolitan cities was launched on several social media platforms.
How am I involved?
Idea and concept development
Directing and Producing
Cinematography
Highlight: Recreating Childhood Themes
Sarah Lyddan and Soren Royer-McHugh trying hard to make the fifth take of a "Love at first sight" scene work!
A curious bird's eye view of the production
Behind the camera. Blocking The last scene as the sun is about to set.
Project Outlines
Structure
A live-action story-line unfolds with a voice-over narration combined by VFX clips displaying the app layout on a phone screen.
The videos are released in different formats and time frames for various platforms but the concept is same in all versions.
Main Ideas
Beside the promotion of a digital product this video campaign also insinuates the loneliness of the modern human and her need for meaningful relationships.
Despite advertising another social network, the story doesn't shy away from addressing the negative impacts of these type of media on our lifestyle and attempts to send a subliminal message to its audience to rethink their way of living.
Execution
The project underwent several stages of rewrites and was followed by two days of production on location with an entire cast and crew including two trained dogs.
The postproduction including VFX design, sound design and delivery continued for two more weeks in Zurna Creative studio.