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Responses by Liliana Vega, producer/creative and Emmie Nostitz, creative

Background: The one-minute PSA “We Can’t Stop Now” encourages people to simply stay home. This message is for everyone as we are all in this together.

Reasoning: We wanted to create something that did not come from a brand, but from people. We are all in this together during this unprecedented time, so having a simple message of “Stay Home” said by the people most affected felt like the most powerful way to encourage people to do just that.

Challenges: We did this on our own time, outside of our jobs, partnering with different people who were all willing to donate their time and talents, from the music to edit to finishing. This meant that we were all in different places and also on different schedules, meaning that we all had to be open to a different work flow to be in contact.

Favorite details: This was a huge group effort. We reached out to friends and family asking them to tell us not only who they stayed home for, but also what they would do when this was over. We wanted to understand what peoples’ new normal was and capture it through recorded phone testimonials. We then asked our doctor and nurse friends to send messages of encouragement to stay home. From there, we reached out to Instagram creators, filmmakers and photographers asking for footage of cities around the country in order to visually paint a picture of what the US currently looks like.

This process has seen people from all sides of the industry throwing out ideas and helping to create this film. Working closely with Charlie Johnston, our editor at Lost Planet, we pulled the footage together to craft a powerful story that takes the message of Staying Home one step further. We simply must not stop now. Once completed, we donated this spot to Ad Council for them to use and run across their channels. It was refreshing to create something so collaborative.

Visual influences: We knew what we didn’t want it to be. We didn’t want a voiceover; we wanted people to tell their own stories in their own words. We allowed the spot to be created by the people in it rather than what we as creatives thought we wanted.

Anything new: We tried to keep an open mind. Since we were all working remotely, this truly was more organic than most projects. We learned that ideas come from everyone and that the ideas we thought would work simply did not once we got the footage donated. Our process evolved as the project evolved. It was interesting to see how things we initially thought wouldn’t work ended up working really well in the end.

emmienostitz.carbonmade.com

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