Lauren Greenfield shoots stills, directs commercials for #trulyrich Chevy Malibu campaign

The campaign for the 2014 Chevy Malibu offers food for thought about how we use social media to tell the story of our lives. Comprising a two-minute film and eight 15-second spots directed by Lauren Greenfield, it encourages people to savor life exactly as it is, without cropping and filtering it into so-called perfection.

“The concept was about how social media gets in the way of enjoying life and being present,” Lauren explains, “and how we’re always manipulating things to make them perfect so that we can show them to other people.”

The short film she directed features scenes from the life of a fictional family, and at the beginning, it’s all about the times when someone is so preoccupied with taking a perfect photo that they miss the joyous activity around them. “For every perfect sunset we post, there’s a moment we aren’t showing the world,” says the film’s narrator, adding, “Maybe we should.” From there, the film shows imperfect moments, like a mom delousing her kids’ hair in the family bathroom and a teenage boy apologizing for denting the car—moments that are #trulyrich.

“It was a really creative campaign,” says Lauren, who was commissioned by Commonwealth in Detroit. “They came with the concept and the script, and then we developed a lot of the story together. Originally, the film was supposed to feature different scenes with unconnected people, and we decided to make it a story with a single family, so could create a narrative, get to know the family, and see ourselves in them. ”

Throughout the film and in the series of 15-second spots Lauren directed, there are instances where people are taking photos. In the perky spot “Selfies,” for example, a young woman takes multiple photos of herself to capture just the right shot. The models themselves were going to shoot the stills, but then Lauren thought she should supplement them with some of her own.

“I realized the stills were an important component of the spots, so I decided to take pictures as well for the final execution,” she says. “I shot with my Canon and with a phone.” Part of her prep for this project was researching the models’ photographic ability. “In the casting, I looked at the selfles they took in their audition. And when I had to supplement the pictures with my own, I mimicked them—the selfie angle or the way the dad was taking pictures of his kids—to make them feel real.”

The campaign launched this past Monday on Chevy’s YouTube channel and was an instant hit, racking up more than 200,000 views in its first 24 hours.

“I had a lot of fun doing this campaign, says Lauren. “It dovetails with my personal work and the idea of getting back to what really matters.”

Here’s a look…
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Lauren Greenfield_Chevy Malibu 2

Photo by Lauren Greenfield for Chevrolet.

Lauren Greenfield_Chevy Malibu 1

Photo by Lauren Greenfield for Chevrolet.

Lauren Greenfield_Chevy Malibu 3

Photo by Lauren Greenfield for Chevrolet.

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