You Can: Knife Crime Campaign
Client: IF Agency
Project: Knife Crime Campaign
Location: Lancashire
Deliverables:
3x 3 minute campaign films
6x 1 minute short stories
Dead Pixel did:
Location scouting
Casting
Pre-production
Production
Quote of the Shoot:
“That had the hairs on my arms standing to attention!”
Brief
We were approached by IF Agency to fulfil the video needs of their creative campaign for ‘Believe You Can’ - a targeted channel that aims to empower teenagers, through knowledge and resources, to avoid or escape a life of knife crime . Our client had acquired multiple real stories that they wanted to bring to the screen using a variety of genuine ex-offenders and profile-fitting actors.
Pre-production
We explored a number of locations across the North West and eventually settled on an unnamed estate. The brief was very specific and required a gritty and urban feel that our audience can relate to.
As well as sourcing the locations, we were tasked with scouting the on-screen talent and finding three actors. With the dialect and accents being paramount, we commissioned and reviewed numerous self-tapes before casting the right talent to deliver each story.
Production
To capture each documentary-style story, all footage was shot hand-held using our Sony FS7, cine lenses and an Easyrig. We rigged with the camera with our Teradek, delivering a wireless signal to the Director’s monitor, allowing us to monitor footage and check script continuity whilst on the move.
Due to the small crew and nature of the shoot, sound was captured using wireless radio mic’s transmitted straight to camera.
Post-production
As well as the marketing video above, we graded and edited three long-form scripted interviews, one un-scripted hidden identity interview and a bank of short, social assets sized both landscape and vertical for Instagram Stories.
Music is always a massive consideration for any project like this as it dictates the pacing, mood and overall feel of a campaign. We scoured royalty free sites and settled on a selection of urban tracks from Epidemic Sound
Frame by frame…
