Serendipity Arts Foundation
CATEGORY: Creative Campaign
01. Introduction
Initial Engagement and Objectives
Client Relationship and Project Initiation:
- The foundation had been our client for a year when they approached us with this opportunity. This happened after we had been planting the idea of such a film as a campaign for the festival.
Main Objective:
- The main objective was to showcase the grandness and how different art forms can come together and harmonise even in chaos and differences.
Specific Elements to Highlight:
- They wanted to highlight the diverse range of art forms synchronising.
Testing New Capabilities:
- Every year they launched a film to announce their return, but this year they wanted to test it through us and our capabilities.
Planning and Pre-Production
Project Presentation and Initial Approval:
- On 8th August 2023, we were presented with the query.
- By 9th August, we presented them with a stitch from YouTube and stock videos as a preview of the basic idea, showcasing how the music and visuals might look.
This was presented to
- Minaal Mehra (Marketing & Operations Head),
- Smriti Rajgharia (Director of Foundation), and finally to
- Sunil Kant Munjal (Founder of Munjal Foundation) for approval.
The project had to be finalised within 10 days as it was to be screened at the Asia Cup final.
Fast-Paced Planning:
- Planning was fast-paced with Aditya (Line Producer) arranging the team and handling production, while Yash managed the creative aspects and approvals. We partnered with another media house (Overnight Media) to expedite the process.
Creative Direction and Moodboard:
- We created a shot reference video and a moodboard, choosing various locations around Delhi to shoot with 16 cast members representing different art forms (e.g., skateboarders, beatboxers, dancers, graffiti artists).
Data Sorting and Music Production:
- Aditya sorted 20TB of data systematically for use in the film.
- Yash and Aditya collaborated with Overnight Media for music production, aiming for a contemporary, indie fusion sound that was mystical and grand.
02. Production
Key Members and Roles:
- Yash:- Creative Director, DOP, Editor, Color Grader, Script & Storyboard, Music Director.
- Aditya: Line Producer, Editor, Scripting & Storyboarding.
- Overnight Media Team:- Tathagat (DOP), Mayank (Line Producer), Abhaas (Assistant DOP & Line Producer), Ayush (Music Producer).
Equipment and Gear:
- Cameras: Sony FX3, Sony A74 x2, Sony A73 (backup).
- Lenses: 16-35mm, 24-70mm, 35mm, 50mm, 70-200mm.
- Additional Gear: GoPro Hero 10, DJI Osmo Pocket 2, gimbals (RS3, Zhiyun Weeble S), TL 60 lights, Shogun monitor, reflectors, and subtractors.
Locations and Shooting Schedule:
- Noida Locations: Parking basement (2 a.m.), footbridge (3:30 a.m.), high-story roof (5:30 a.m.).
- Old Delhi Locations: Old Haveli (6:30 a.m.), Haveli terrace (7 a.m.), near an old shop (7:30 a.m.).
- Yamuna Ghat Locations: In the boat (8:30 a.m.), on the coast (9 a.m.).
- Lodhi Garden Locations: In the tomb (10:30 a.m.), in the park (11 a.m.).
- Skateboard Park: Chanakyapuri (2 p.m. – 6 p.m.).
- Gurgaon Locations: Cyber City, graffiti wall.
Post-Production
Post-Production Software:
- Premiere Pro: Linear timeline editing.
- After Effects: Transitions.
- DaVinci Resolve: Final timeline, color grading, and transitions.
- Ableton: Music production.
Challenges and Execution
Creative and Logistical Challenges:
- Hectic schedule, high expectations with limited time, no shoot permissions, organising a large crew, managing cast within 12-16 hours, and ensuring all elements were captured without prior approval.
Efficient Planning:
- Aditya and Overnight Media handled logistics and crew management effectively, despite the fast-paced nature of the project.
Differences in Opinion:
- Differences in creative opinions were managed through collaboration and pre-planned references.
Song Finalization and Scene Planning:
- The song, critical to the film’s impact, was produced with a fusion of contemporary and indie elements, aligning with the visual direction.
03. Delivery and Reception
Delivered Outputs:
- A 45-second final film with 8 idents of 7 seconds each.
- A 3-minute launch film.
Campaign Outcome:
- The campaign video, although well-received internally, did not get published due to differing opinions and the project’s fast pace.
- However, the second film received tremendous love and social media traction, setting a benchmark for future projects.
Impact on Future Opportunities:
- The project led to new opportunities and helped establish our capability to deliver high-quality outputs under critical deadlines.
