CooperVision | “Screen Time” Sponsored Awareness Campaign
Don’t leave your child’s vision to chance.
To run alongside their "Glasses Versus Contact Lenses" campaign, we worked with CooperVision to produce an impactful PSA-style advertisement encouraging parents to get their children's eyes tested.
With more children spending increased time spent indoors, performing prolonged near vision tasks, and engaging less in physical inactivity, younger generations may be at higher risk of developing vision impairment.
To capture the scale of this problem, we used a robotic camera and compositing to create a stylised scenario of a room full of children on devices, reading books, and participating in other near vision activity, to illustrate how pervasive these lifestyle factors are among children and the importance of getting your child's eyes tested.
Robotic Camera Production by Found At Sea
CooperVision had a clear idea from the outset of what they wanted to achieve with this video piece – a simple yet confronting video that would show the scale of the problem of changed vision behaviour among young people by presenting a seemingly endless room filled with young children, left and right, engaging in near vision tasks. This posed a challenge to Found At Sea as we knew that casting and coordinating 40, 50 or 60 children would be impractical both in terms of the allowed budget and the logistics of filming.
To deliver on the required brief, we sought out the skills of Daniel Miller at D2 Motion Systems, whose specialisation in robotic camera arm cinematography allowed us to address the challenge of the production in a unique way. By using a computer-programmed robotic arm to position the camera, we were able to repeat the movements of the camera for multiple takes. This allowed us to use a much smaller group of children for the shoot, reposition them through the studio space for each take, and stitch these video clips together in the final edit
To demonstrate to ourselves and to the client that this technique was going to work, we created a previsualisation of the sequence to be filmed in 3D. We used this to-scale previsualisation to inform the positioning of the children in the scene on set, understand where they were at risk of overlapping with each other, and ensure efficiency in post-production. Ultimately, we succeeded in using these novel techniques to deliver upon the required brief from CooperVision without compromising the impact of the final piece.
VFX Previsualisation Versus Final Shot
Client – CooperVision
Director – Leigh Richards
Production Agency – Found At Sea films
Executive Producer – Dan Trotter
Producer – Victoria Vlasova
DOP – Nino Tamburi
Gaffer – Timothy Goodacre
Robot Operator – Daniel Miller
Art Director – Bianca Chong
VFX Editor – Benson Koschinski
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