To promote the Philadelphia Museum of Art’s major retrospective of the work of photographer Paul Strand, we worked with the Museum to create two 30-second commercials – one for regional broadcast and the other for theatrical distribution. This theatrical spot will be shown primarily in art house theaters in order to reach a focused demographic of film and photography aficionados.
We designed the spots around the concept of a dramatic and intimate journey through the photographer’s lens. Filming with the RED Epic in our studio, we shot various elements including an antique large-format view camera, reproductions of photographic prints, and optical light effects.
Incorporating music with sound design that reinforced the motion graphics, we blended the various elements into a simple but powerful spot that showcased the haunting beauty of the artist’s photographs.