Capturing the raw emotion of an emergency 911 call, the spot uses edgy, graphically-charged typography to create a mood of acute agitation and distress. Fragments of gritty, abraded text are juxtaposed & jammed together to make visceral the voiceover’s frantic call for help and convey an all-pervasive sense of desperation & helplessness. The dramatic contrasts of darkness & light which characterize the piece were created by overlaying materials of varying grades of translucency (e.g., acetate, vellum, tracing paper, etc.) on top of a small, portable light box. The elements generated by the shoot were cut together on an Avid Express then finished in Adobe After Effects where extra lighting effects and film grain were added.
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