With a cast of Braddock residents, we set out to bring our theme of the new frontier to life. Working with <a href="/creative/john_hillcoat">John Hillcoat</a>—director of The Proposition and The Road (which was shot in Braddock)—the goal was to begin the spot with a sense of timelessness. We wanted viewers to feel that what they were seeing could be “set” in the 1830s or the 1930s. Then, as dawn comes up, the viewer begins to realize that the pioneers the girl narrating the spot is speaking of are real people in a real place, settling a new kind of frontier in their own ways. The spot ends with a reworking of the opening shot from the film The Searchers, one of the most famous frontier vistas in cinema history. Pushing past the door and onto a Braddock street, the girl tells us, “Some people think there aren’t frontiers anymore. They can’t see how the frontiers are all around us.”
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