From the very beginning, the work on a new brief of the Kazakh real estate site krisha.kz looked like a quest. In 20” video Roof Family the live action makes 11”. During that time we have to show 3 families in 3 different interiors. We knew for sure it was impossible to do with a standard editing when 1 scene = 3-4”. Today we share life hacks of Ken Karpel, the director, how to tell 3 happy family stories... with one shot!
Approach. Dynamic direction coupled with authentic human moments in a stylistic and cinematic way.
Close-ups and transitions mixed with unique compositions and compelling ways to frame each shot.
Camera. Making the audience feel like they’re in the story, rather than observing it from a distance.
Constantly moving camera, closely follows the characters and flows smoothly around them.
Art direction. Locations have personality and history, reflecting people living in them. They can’t look like a set.
It feels like we’re in the real world, rich and vibrant. Just a happier, more exciting version of it.
Editing. An energetic and fast-paced commercial with a rhythmic tempo in every scene.
Music. It needs to be happy, positive, energetic and drive the narrative, helps build pace and warmth of the spot.
The director suggested The Kills - Future Starts Slow, as a reference of mood and style, and didn’t mistake.
It's curious!
The director was born in Ukraine, lived in Australia, and is based in New York now.
To convince the client to shoot this way, the director draw a shot list with 22 shots instead of 4!
We scouted 50 locations and the director checked them out 2 days.
But to meet the director’s approach we had to build an apartment in a pavilion for 24 hours!
The cat, the main narrator, was created and animated by post production studio Terminal FX.