Commercial Projects
Christine has written hundreds of treatments for the top commercial and film directors in the business. Her experience in advertising and marketing, as well as on set, gives her an edge for what stands out and what wins the job.
World Cup Qatar 2022
When a World Cup Tournament super fan is dropped right in the middle of the Ras Abu Aboud stadium, he discovers that everything he loves about the game can also be experienced throughout Qatar. We set off on this journey with him, letting match cuts and rack zooms create a fast and irreverent pace to see our super fan popping up in the most unexpected places. Our super fan’s sense of adventure becomes our own desire to be there too, having these amazing experiences for ourselves.
Interwoven within the film will be projected footage of the milestone achievements, appearing seamlessly integrated within the super modern spaces as a reminder of all that’s happened leading up to 1000 days to go.
Tone / Mood
The FIFA World Cup Qatar 2022 Tournament becomes a metaphor for connection, a connection between Qatar welcoming the world to celebrate together, and immersing us into the essence of Qatar’s architecture and design. The design of the film will be contemporary and irreverent with left of center framings and rack zooms. The pace is driving. It’s the energy of a Nike campaign with the reverence of an Apple campaign.
The modern look will enhance the exciting urgency of our super fan as he connects with others to create, explore, and discover Qatar. The camaraderie and togetherness of why people love the FIFA World Cup Tournament becomes our connecting element immersing us into what it means to experience Qatar.
The filmmaking will be designed in a bold and kinetic movement that channels the emotions of modernity, constantly propelling us forward. This will be expressed through graphic speed ramps and match cuts that excite us into what feels like a single shot, as though we’ve never stopped moving.
TRESemme
CINEMATOGRAPHY
We start in the gravity constrained world. Hair tightly sprayed and pinned back. The camera is more constrained too. The USA Artistic Swimming Team members dive into the water with poise and grace. It makes us think we’re about to see an homage to the synchronized swimming choreography of Busby Berkeley. And then we break the water’s surface and BAM! All freedom breaks loose.
The camera is surrounded by this ramped up movement – twisting, tumbling, spinning. It’s never disorienting but it is raw and kinetic. Hair spinning out as the camera dives and twists. I’ll work with small underwater cameras that are nimble. It’s worth considering attaching small cameras to one or two of the team members for unexpected angles on the body and hair movement. We’re above the pool as someone breaks across the water’s surface, their hair flipping up and sending water drops spinning and then we’re chasing the light as someone dives back down to the bottom of the pool, hair fanning out, whipping up, spinning with the camera moving in between the strands of hair in motion. The camera movement will parallel the naturally undulating, buoyant, floating qualities of being underwater.
Levity is the defining aspect of every shot and how this sense of levity propels big and incredibly forceful and empowered movement. At the same time, some of the team members may need to be weighted to create dimension between who is moving at the bottom of the pool, who is mid pool and who is closer to the surface. Of course, that’s something to consider with Parris as we design the best filming and camera techniques that support and capture all aspects of the choreography.
I’ll also work with high-speed cameras that capture the hair flying out across the surface of the water or hair whipping back and forth underwater. It’s never overly romantic or exaggerated in that false typical beauty way. I’m envisioning these high-speed moments like focusing in on that split second punch that sends the boxer flying across the ring – moments when power is so intense, so ferocious, so explosive that it becomes nearly electric, like a lightning strike across the landscape. High-speed shots like these are like pulling back the rubber band and then whoosh – we’re released back into the water churning, foaming, bubbles moving through hair strands adrenaline of it all.
The nuances of lighting underwater are one of the most breakthrough aspects to working in and around water. How the light moves across the water’s surface, how light rays strike into the water and dapple across the deep blue depths. We’ll create moments when we’re backlighting the hair, for depth, dimension and an edge of mystery. Light will wrap around the strands of hair as they float and bob in the water. Light will move like confetti, sparkling like glitter catching the light, as the light rays skip across the surface and then we chase the light dripping down through the water. The light wraps around the bodies, highlighting skin tones, muscles, always appreciating the incredible physicality, power and strength to defy gravity in this mind blowing way. The light is like an extension of this vision of empowerment – emphasizing this duality that’s also there in the product – a fusion of style and strength.
INFINITI QX80
Just like the crescendo point in an amazing melody there are moments in life when you remember every detail - the sounds, textures, colors. Moments like this trigger a visceral response. As fast as life moves, this will always feel different– more magnetic.
This is the kind of moment that happens when Jon Batiste and the INFINITI QX80 come together in this extraordinary composition. It becomes a portal into this world of elegance, sophistication, and design.
We’re drawn into Jon’s creative journey and the INFINITI’s design simultaneously with a series of visuals that are luxuriously timeless and classic.
INFINITI QX80
The INFINITI QX80 is a force that commands attention. Jon’s counterpoint in creativity, the QX80 is harmonic design made tangible. With beautiful light and close attention to detail, I’ll film the car features like works of art.
Imagine a shot where the camera is in front of the Piano Key Signature Front Lights and we move toward the front lights as we intercut with light cresting over the piano keys. Camera then pulls out to move around Jon at the piano and then back around the INFINITI QX80 to feature the Signature Taillights.
From a top shot the Welcome Lights are reflected on the ground. Cut to see the same pattern of lights across the top of the grand piano.
Close-up shots on the piano’s interior become the INFINITI’s front grill. The flush door handles pop out in rhythm as we cut to the piano now with an invisible player effect as the piano keys press up and down.
Inside the INFINITI QX80 lights dapple across the quilted interior. Match cut to light dancing across the piano.
These are just some examples of how I’ll weave the key interior and exterior features into a crescendo of detailing that matches all the ways the music immerses us into a harmonic soulful feeling.