Framestore's latest commercial challenges any parent to remain dry-eyed. VW Dad touchingly charts a father’s relationship with his daughter from birth to her university send-off... in a ‘safe’ VW Polo, naturally.
Directed by Pulse Films’ thirtytwo (Dylan Southern and Will Lovelace) for DDB London, Framestore colourist Simon Bourne crafted a grade that takes viewers through an 18-year journey. Rather than opting for the obvious route of conveying the passing of time through dated grades, they instead decided to make the most of each set-up:
“Although we used the grade to express how scenes would’ve looked at the time, we avoided the cliché of dated photography, with the exception of slightly greying the father character as he got older,” explains Simon. “Having worked with thirtytwo before, I knew their material would be stunning. By shooting on 35mm 3perf film, they really captured the moment. We used the grade to further enhance these heart-warming scenes with soft hues and contrast. Each scene was beautifully crafted making the ad an absolute pleasure work on.”