Fallon’s New Charter Internet Campaign Celebrates Free Upgrade for Customers: Filmed Using Charter Internet via webcam and iChat by Station Film’s Sam Cadman
Charter Internet takes customer service to heart, with a new offer that provides increased high-speed Internet service to the majority of Charter Internet customers for free. Fallon Minneapolis enlisted Sam Cadman of Station Film to direct their new campaign. They wanted to show Internet users, many of them real Charter Internet customers, having fun at home with high-speed Internet. To make the spots—“Thank You,” “Beatbox,” and “Rollercoaster” feel even more authentic and topical, Cadman cast and directed the entire campaign over webcam and iChat.
“The casting brief was for any age, ethnicity or gender,” Cadman explains. “But they had to have access to a webcam and a home computer. Our casting call went out through social networking. Renita Whitehead [Renita Casting, L.A.] used Facebook, YouTube and MySpace in Charter service territories.”
People auditioned with recordings of themselves done via webcam or iChat, answering random questions from Cadman to give him a feeling of what they were like. Seventy people were invited for callbacks, done virtually at the Inter Video facility in Burbank. Cadman and his team called all 70, talking using Charter Internet via webcam and iChat. He and the agency chose their favorite 25 people for the one-day shoot. “At no point did I physically meet with the agency or client,” Cadman relates. “The prepro was on the phone, and on the shoot day, the agency had a live feed from Minneapolis.”
“We believe the future belongs to generous brands,” said John King, Fallon’s Chief Communications Officer. “Charter’s free fast Internet upgrade is a genuine way to give a little more value, unexpectedly, to Charter’s customers.”
Added Fallon Senior Producer, Ted Knutson, “Shooting spots over the Internet with web cameras is new territory for us. The process was truly organic and a lot of fun to produce. There’s something very pure about shooting real people speaking in their own words, within the comfort of their own homes.”
Cadman, a big fan and renowned practitioner of vérité filmmaking (e.g., Trigger Happy TV), says directing over webcam and iChat brought charm and humanity to the spots, with no performers coming away compromised. “It’s the opposite of a highly polished, impersonal ad,” Cadman offers, pointing to a shot in “Beatbox” by way of example. Cadman was thrilled when one performer accidentally captured her cat lounging by the fireplace in a shot. She says, “Oh, there’s my cat. Should I put her away?” “Beatbox” opens on the shot and comment, then segues to a montage of similarly unplugged beatbox moments.
“Directors are always trying to get authentic moments from their cast,” Cadman offers. “Using webcams and iChat is like a social experiment. You can’t predict exactly how it will turn out, but you’re guaranteed authentic performances. The result for us is a feeling of participation and fun the audience will have that is a timely reaction vs. non-interactive viewing of TV.”
Thank You :30
|Chief Creative Officer||Darren Spiller|
|Head of Art||Christy Peacock|
|Art Director||Hans Hansen|
|Copywriters||Simon Roseblade and Eric Sorensen|
|Executive Producer||Ted Knutson|
|Group Account Director||Paul Schmidt|
|Account Manager||Shannon Curley|
|Production Company||Station Film|
|Director of Photography||Sam Cadman|
|Executive Producer||Tom Rossano|
|Producer||Angela Jones Solomon|
|Production Manager||Nancy Noever|
|Editors||Jesse Thompson and Erik Carlson|
|Executive Producer||Pat Sidoti|
|Editorial Assistant||Ryan Phillipi|
|Visual Effects Company|
|Colorist||Dave Sweet @ Pixelfarm|
|Flame Artists||Steve Medin @ Volt|
|Executive Producer||Charlie Lach @ Volt|
|Mix Engineer||Carl White|
|Music||Ken Bramstead @ Bramstead Whitenoise (BWN)|
For more information, please contact: Lauri Aloi, firstname.lastname@example.org, or 917.553.5812.
About Station Film:
Bicoastal/international Station Film launched in 2008 and quickly established itself as an industry leader, producing award-winning commercials and branded content for the web. The shop’s partners are industry heavyweights Stephen Orent, Michael Di Girolamo, Adam Lyne, Caroline Gibney and Tom Rossano. Station Film’s executives and staff are a passionate collective who work with premier talent, including Sam Cadman (Trigger Happy TV), Allen Coulter (Remember Me), Harold Einstein (Crest’s “You Can Say Anything with a Smile” campaign), David Gray (Tribeca Film Festival), Emmanuel Lubezki (Children of Men) and Vance Malone (The Poodle Trainer), among others. See www.stationfilm.com for roster in its entirety. Station has offices in New York, Los Angeles and London, and production affiliates worldwide.
About Fallon Minneapolis:
Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, TIME Magazine, Nestlé Purina, Nestlé Beverages, Abu Dhabi Commercial Bank, Cruzan Rum, Charter Communications, Chrysler, NBC Universal, General Mills, and TheLadders.com. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering inventive business solutions for some of the world’s leading brands. Additional information can be found at www.http://www.fallon.com.
Charter Communications, Inc. (OTC Bulletin Board: CCMM) is a leading broadband communications company and the fourth-largest cable operator in the United States. Charter provides a full range of advanced broadband services, including advanced Charter TV™ video entertainment programming, Charter Internet™ access, and Charter Phone™. Charter Business® similarly provides scalable, tailored, and cost-effective broadband communications solutions to business organizations such as business-to-business Internet access, data networking, video and music entertainment services, and business telephone. Charter’s advertising sales and production services are sold under the Charter Media® brand. More information about Charter can be found at www.charter.com.