A by Adina | And… breathe
Perfectly suited to you.
Have you ever felt totally at home in a place you’ve never been before? This is the feeling TFE Hotels hopes to achieve in their new line of metropolitan hotels – with a focus on “hotel living”.
We sought to capture this feeling by creating a premium, highly stylised, and technically ambitious video campaign that brought to life the creative vision of the team from TFE Hotels and We Are Unity. We always love pushing the boundaries to achieve outstanding commercial filmmaking and this project allowed everyone in the team to do just that.
Working with the best available technologies and the brightest minds in the industry is always a pleasure, delivering a campaign that is both visually stunning and strategic success is what we get up and go to work to do. We love what we do and working on projects like this is why we love it.
Hotel Launch Campaign by Found At Sea
We Are Unity worked with TFE Hotels to create a campaign that would set their new offering ‘A by Adina’ apart from the competition. The goal for the new hotel line launched with flagship hotels in Canberra and Sydney is to deliver a new kind of experience for travelers and tourists alike. An experience that seeks to provide the convenience of an inner-city hotel with the luxury of residential apartment-style living.
Working with the agency and client brief, we sought to create a TVC, online campaign, and OOH campaign that captured the essence of their new hotel experience. The creative concept was for our hero female to find herself effortlessly floating throughout the hotel space after entering the building from the busy city streets. From the start, we knew this was going to be a technically ambitious video project and we couldn’t wait to get started.
Working with the most talented technicians in the country, we set about realising the creative ideas through multiple sight visits and careful and considered pre-production. The key to making the campaign a success was considering how we could safely create the feeling of floating in space in a large, yet very confined and just completed hotel lobby space - 22 stories in the sky.
Our approach consisted of using state-of-the-art equipment used on the largest blockbuster films. This included a gyro stabilised 360 head, mounted on a 34” camera crane with the ARRI ALEXA LF with the ARRI Signature Prime lenses. Filming on location was scheduled for late afternoon, dusk, and into the night allowing us to control the environment as much as possible. Using the ARRI ALEX LF enabled us to film in low light and capture the maximum amount of information in the shadows. Taking this approach enables the VFX, online, and colour grading processes to be optimised and deliver the best possible results.
To achieve the weightless floating feeling we worked with a stunt coordinator and a team of highly experienced stuntmen and women and purpose-built ‘human’ crane. Constructed from an aluminum truss, the rigging was brought up in pieces and constructed in-situ to maximise the reach and height of the rig. Our hero talent (Mia Woolrich) was fitted with a flying harness and styled in custom hand-made dresses before being raised into the air by the stunt team using body-weighted manual pulleys.
Special attention was given to the props that our talent needed to interact with – including drink glasses and books that also had to float in the scene. Thanks to our talented Stand-By props master Andy Cantrall, the complex movement of these objects was handled with precision to match that of our hero talent.
Where a specific shot was not possible to be filmed due to the limitations of the location, we shot a plate shot of our talent against a plain background. We sought the talents of our VFX supervisor, Mark Boey, to create these scenes digitally while enhancing our real-life footage to bring both into the same world.
Once production was completed the offline edit was focused on first to ensure the edit was approved and the picture locked. Once this was approved the entire sequence was reviewed frame by frame to identify the elements that would need to be removed from each frame. Working with both local and international post and VFX houses rig removal was completed and then the backgrounds replaced or tweaked to client and agency specifications.
The original composition was created by Matt Sladen who we worked with closely to create a sound design that felt ‘of and within the space’ rather than just being a track unto itself.
We believe the outcome speaks for itself and welcome the opportunity to create future projects that continue to lift the bar and enable us and our clients to flex creative thinking and production muscle.
And… breathe – Campaign by Found At Sea
Director (We Are Unity)– Jonathan Pease
Executive Producer – Dan Trotter
First Assistant Director – Murray Robertson
Director of Photography – Matt Stewart
VFX Supervisor – Mark Boey
Editor - Benson Koschinski
Composer – Matt Sladen
Online & Grade - FIN Design
Gaffer - Cameron Winter
Key Grip – Paul Micallef
Crane Operator – Mark Larcombe
Stunt Supervisor – Harry Dakanalis
Hair - Heath Massey
Make-Up - Filamena Natoli
Stylist – Megha Kapoor
Contact Us
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Send us a message by filling out the contact form to the right.
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Suite 4, 535 Crown St, Surry Hills 2010
T: +61 2 91 99 80 09
E: production@foundatsea.co