If there’s one thing we know about life, it’s that it very rarely runs linear. Gumtree, the UK’s number one classifieds site, looked to celebrate those inherent twists and turns in its latest campaign, working with agency Fold7 and Framestore to place its app at the heart of modern day ‘Turning Points’.
Director Simon Willows (Agile Films) led the charge in narrating the sequence of flips that demonstrate one family’s key life turning points: switching bikes for buggies, cots for beds, small cars for big. Keen to shoot as much of the spot as possible in-camera utilising models and miniatures, eschewing too much ‘obvious’ VFX, Simon worked with Framestore to incorporate as much subtle craft as possible in the piece.
Such craft called for extensive pre-visualisation, to determine the exact dimensions, camera angles and lens choices for the mix of models and live action elements. Framestore’s Jordi Bares was present on set of the shoot in Kiev, with fellow artists Ollie Bersey and Paul O’Brien following the action from London: using livestreaming technology to watch the camera output in real time, saving funds whilst allowing the director constant communication with the creative team. Once back home in the studio, key scenes such as the cot-to-bunks swap, the sofa app-to-apparition, and closing car switch went into the Flame suite, where the artists once again worked to strike a balance between precision VFX and handcrafted charm.
Colourist Steff Perry added the grade, the art direction of which was key. Yellows feature throughout; to create harmony across the piece, Steff made small changes to the colour of items throughout, injecting the right rays of sunny colour where they were less apparent.