When the brief came in for COG, we knew this would be something really special to work on. The key take out would be to engage a youth audience between 14-25 across social media platforms. COG would be a website and service that would be provided by the local authority to encourage the young of the city. Predominantly focused in deprived areas, it would seek to stimulate their confidence and provide support to find a future that suits them.
The meteoric rise of video onto social media, and the complete sea change in the style to which marketing has changed online, meant we had to consider the narrative in a completely different way. We didn’t want to sell a website or drive traffic in a direct response manner, instead the aim was to provoke and entice the audience to question more, to strive for more.
In order to carry this narrative we worked alongside an incredible, local spoken word artist to develop the script. All of the locations were sourced in Birmingham including a semi-derelict tower block, cityscapes and urban environments. We were also keen to make sure all talent remained local.
To create a nice cinematic look we chose to use the Arri Amira camera alongside the Arri Masterprime lenses, making the most of practical lights where possible. We wanted to keep it authentic in appearance, true to reality. The photography was predominantly hand held, adding to that ground level natural feel. The finishing stages and grade were completed in DaVinci Resolve.
COG was recognised in the 2016 RTS Awards by being shortlisted and nominated in ‘Best Promotional Programme’ and the ‘Best Digital Innovation/Digital Creativity’ categories.