Our challenge was not only to communicate information in a way that would connect to both teens and their parents, but to create a sense of urgency while doing that. Given the severity of the infection, it was important to shape a spot that literally stopped people in their tracks.
To do so, Erin Sarofsky directed a live-action story of “teens being teens”: laughing, sharing, sporting, and hanging out by lockers rehearsing a play. It’s set in a normal high school with traditional views and banter. To play up the idealized nature of the happy setting, we shot the footage slightly high-speed, with anamorphic lenses for a cloudy, dreamy look.