Of all the scripts I've written over the years, the Museum of Procrastination is still one of my favorites. After having helped develop HSBC's new brand idea of 'Supporting Human Ambition' in 2014, this film kicked off their global campaign in 2015. It was selected by HSBC after a long process of campaign development that involved contributions from JWT offices in London, Toronto, Hong Kong, Buenos Aires and Dubai. I shot the film with Scandinavian directors collective Traktor in Bucharest and there's just so much to love about it; the magical art direction, the character of the museum guide (Eric Ebouaney, a French actor), the storytelling. But what's truly special is how audiences connected with the film's deeper meaning. Straight after it got aired in-flight with British Airways and Emirates and in cinemas in the UK it sparked conversations about the untapped potential in each of us between people ranging from a life coach in Nigeria to a rabbi in the UK. Without media push the film racked up over 700,000 views on the HSBC UK YouTube channel and over 2,5 million views, 1000s of Likes and 100s of Shares on the HSBC UK Facebook page. More than just advertising a brand, the film was adding something meaningful to people's lives.
From www.vimeo.com/rattlingstick
From www.petiteapprentice.blogspot.ae
A fragment of the shooting board. And yes, this was before we found our charismatic lead actor.
Initial set design sketches/references and final set designs.
