CONCEPT PSA "WHEN THE LEVEE BREAKS"
Video Advertising — 2021
Create a concept PSA on the effects of climate change to raise awareness on what is going on in the world.
The main challenge with this project was finding a way to showcase climate change in a striking yet informative way. As you might imagine, some of the clips we found on the internet were a little too extreme. Despite finding what we thought was a "happy" medium, it still felt quite dark. To solve that issue, we opted for the fade out and added a link on how people could further educate themselves and contribute.
We tried a few different things initially, such as a dolly that pulled away slowly from the television as the footage played, and also tried using a stabilizer as we backed away. Neither of those techniques gave us the effect we were going for. Ultimately, we decided to go with the stark, static angles to keep things interesting, while also making the content feel a little more personal and claustrophobic.
The result is a good mix of striking and informative, with a glimpse of hope.
We're happy with how it turned out.
Director: Maxime La Valliere, Michael Ponente
Director of Photography: Michael Ponente, Maxime La Valliere
Editors: Maxime La Valliere, Michael Ponente
Song: Led Zeppelin - When The Levee Breaks