United Healthcare "Can I Use It"
THE BRIEF
United Healthcare wanted something that stood apart from a typical pharmaceutical ad. The ask was to have the camera flow seamlessly through each scene, transitioning from one moment to the next and mimicking the elegance of their branded ribbon. I was brought in as the expert on smooth transitions, tasked with figuring out the logistics and clever tricks to pull off the style they were after.
PRE-VISUALIZATION
The first step was developing a fluid flow from the initial script during pre-production. To pre-visualize seamless solutions for the shoot, I went ahead and shot a full version of the commercial using my parents as actors. It sounds funny, but it greatly informed every aspect of our production process — from blocking to camera movement to timing.
The iPhone Test (feat. Mom & Dad)
ON SET
We partnered with Peacemaker Films for access to the latest drone technology and cutting-edge camera rigs essential for fluid camera movements. A key part of the process was editing on-set — I tested each take as it was being filmed, guaranteeing that every shot fit the overall timing and flow of the piece. This real-time approach let us make adjustments on the fly, and streamlined the entire post-production process.
