BETTERHELP
BetterHelp came to me looking for a commercial that put audiences in the emotional state of crisis. I walked away with two of the best spots I’d ever made.
Following on from a recent spot they’d produced featuring someone in extreme duress who finds a moment of relief, BetterHelp wanted ideas that were as emotionally fearless. They were clear: they wanted something that placed their audiences deep within an emotional state, with concepts that were fresh, relatable, with high emotion that hooked audiences within 3 seconds. After pitching several ideas, they landed on two they loved.
Using very distinct visual trickery, the two states of crises were a panic attack and over rumination. This was for me the perfect confluence of simple, elevated concept, pitch perfect performance and well honed VFX. Shot over two days on a budget that would have made a single commercial tighten its belt, Angle and Fragment went on to deliver exactly the sort of work I came to the States to create.
Produced with The Wild Factory.