JOY OF DAIRY + JUST
CAN'T GET ENOUGH
TIM WHALEN
DIRECTOR'S TREATMENT
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CONCEPT APPROACH
CONSTANT MOTION
We want to institute motion in every shot to complement lively color palettes. Sometimes, it might be a simple pan or tilt, but other times, a drastic signature movement to motivate transitions.
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THROUGH THE LENS
SURREAL SCALE
We want to focus on the products and line delivery from talent in a BIG way. To visually interpret the “over-the-top” vibe described in the brief, we will use wide-angle lenses for many “impact” shots. This will put the product front and center, creating a fun and fresh feel.
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COLOR STYLE
TONES ON TONES
A monochrome palette that coordinates wardrobe with background will help curate a surreal yet poppy feel. We may see edges of colored backgrounds, layered with the white studio wall behind it to allow us to have some wider shots. The “seam” would be tied together with thoughtful prop design and serve to give us some visual interest and layers in each shot. Lighting would be slightly high-key to make colors pop - but to avoid things looking too flat - areas of contrast will be created with light to create visual interest and dimension.
Tim Whalen is a commercial director and short-form documentary filmmaker. He has told stories for major brands, organizations, and small businesses, many in the craft beverage industry.
Tim also engages with many non-profits, using video to further their mission and extend their reach through storytelling. He has worked for several years with Chicago performing arts organizations Lyric Opera and Joffrey Ballet as well as conservation organizations, The Nature Conservancy, Ducks Unlimited and Pheasants Forever.
He is a native of Michigan and a current resident of Chicago, Illinois, where he owns a small production company, Big Foot Media.