Responses by Fabio Costa, executive creative director, Saatchi & Saatchi
Background: After spending the past year nearly entirely at home, we’ve never felt that intrinsically human desire to travel more intensely. Our collective longing to explore and discover has led us to begin imagining the trips that we’ll take—where we’ll go, what we’ll do and everything we’ll see along the way. This thirty-second spot is for everyone who has spent a little too much time at home and looks forward to exploring the world beyond their four walls.
Reasoning: We wanted to be grounded in the real world but also capture the sense of wonder that travel can inspire. Because life has been full of many stops and starts lately, the use of stop-motion echoes that feeling. It’s also a technique that takes time and has a handmade quality, which speaks to all of the at-home crafts that many of us have been trying our hands at. So, there’s no better way to inject a bit of magic into life than by using stop-motion. From there, we thought about what we’ve been doing most while at home—like chores, reading, etc.—and transformed those objects into a dream vacation. After all, who doesn’t want to take a road trip in a coffee table convertible?
Challenges: Time. Not only was there a desire to get this message out into the world as quickly as possible, but also with the director and production in Paris, clients in Seattle, Brazil and London, and Team One agency creatives in Los Angeles and London, we had to keep this project moving literally around the clock.
Favorite details: This project didn’t ignore or work around the realities of life during COVID; it embraced them both in concept and production. We found our stop-motion director through social media. We even cast a real-life couple. Every aspect of the production mirrored the imagination and ingenuity of our hero couple’s in-home journey that ultimately leads to real exploration.
Visual influences: The world around us—a.k.a. our homes—and to be honest, the boredom that can come with spending so much time in one place. Because creativity can be born out of boredom. We’ve seen this happen with people finding new ways to express their creativity with the stuff they find at home. Whether it be baking bread, making forts with the kids or redecorating, we’ve all become a bit craftier. That’s why it was important to us that every single piece of this couple’s imaginary road trip be made with real, household objects.
Anything new: It’s much more fun to use laundry to build a bedsheet mountain or a swimming pool with a sock splash than it is to, you know, actually do laundry.