How often do you get to see a man drive an SUV through a garage door? Or watch a hundred pound air conditioner smash onto a new car from sixty feet up?
When Hill-Holliday’s Hillary Frileck, AD and Kevin Daley, CD called with this project, I was intrigued. Their campaign for Liberty Mutual centered on the idea that accidents and mistakes are an unavoidable part of life. To execute this idea we created various “accidents” on set. Clients increasingly require print and TV production to overlap. I’ve done it before so knew what to expect…but there are always surprises.
The TV crew was concerned with capturing the moment the accident took place. For print, we were more interested in the aftermath. Once the TV crew finished each scene, it was my turn. Each scenario was different and required a unique solution. Sometimes I had hours with the set, without restrictions. Other times, I had twenty minutes until the TV crew went into overtime or the light simply disappeared.
I enjoyed the challenge, and having an experienced creative director on site was a big plus. He worked on my behalf, often acting as a liaison between print and TV production.
It was quite a bit of fun watching the bigger accidents unfold. No matter how much pre-planning was done to ensure both safety and the proper visual effect, there was always an unknown element. That tension, knowing what was going to happen but still flinching, was strangely pleasurable.