Untold Fable’s Production Journey Behind Creating 'Life’s a Stage'

Fidelity International, a leader in investment and retirement savings, has launched its new campaign, "Be Invested," to encourage confidence in long-term investing. Created with AnalogFolk and produced by Untold Fable, the campaign highlights that investing isn't just about money—it's about shaping a future based on what matters most. The campaign aims to inspire both new and existing customers to invest with a long-term mindset.

The visual identity of the campaign is based on the concept "Life's A Stage," which portrays life as a series of acts. Untold Fable, the production company, worked to create a narrative that reflects the investment journey, making the visual storytelling impactful and memorable.

Building a House of Moments

The production of “Life’s A Stage” took place on a large studio set, resembling the carcass of a house. This innovative set design played a crucial role in allowing the team to transition between different moments of the story, capturing various stages of life and investment. The walls of these large-scale, dynamic sets were then moved on camera by actors cast as “stagehands”. Through this stylistic choice, the director was able to maintain a continuous flow of energy and narrative progression, giving the audience a sense of movement and transformation. The house structure itself was carefully designed to mirror the unpredictable yet rewarding journey of investment—an ever-changing backdrop that perfectly encapsulated the essence of life’s own fluctuations.

Innovation with Motion Control

Motion Control technology (MoCo) uses automated camera systems to achieve precise, repeatable camera movements. The system can be programmed to move the camera along a specific path, and because it’s computer-controlled, it can repeat the same motion with incredible accuracy. This is especially useful when you need to shoot multiple layers or elements that need to align perfectly in post-production.

A key element of the production for this project was the use of MoCo, which enabled seamless tracking shots. By shooting several setups at the same speed behind a window, the team ensured consistency across scenes. This approach allowed for shifts in mood, environment, and narrative while maintaining a connected feel. MoCo played a crucial role in moving between the different "acts" of life, with the final sequence being refined in post-production using advanced Flame editing software.

Time Constraints and Precision

The production process was not without its challenges. Untold Fable and their team had three weeks of pre-production to bring the ambitious concept to life. Despite the time constraints, the team’s meticulous planning and attention to detail were key in ensuring the set designs, technical elements, and camera movements were perfectly synchronised.

The shoot itself spanned two long days, with each shot requiring multiple takes to ensure the intricate camera movements and set changes were captured flawlessly. Post-production took an additional 10 days, with intensive work on editing, compositing, and color correction to achieve the final look. The team's dedication to perfection resulted in a polished product that both reflected Fidelity's core message and provided a visually stunning narrative experience.

Conclusion: A Masterclass in Collaboration

The production of Life’s A Stage for Fidelity’s Be Invested campaign highlights how technology can elevate storytelling. By using MoCo and creative set designs, Untold Fable captured the evolving journey of life and investment. These innovative techniques allowed the team to create smooth transitions between different moments, making the narrative feel connected and dynamic. This project demonstrates how blending creativity with advanced technology can deliver a visually striking and impactful message about the value of long-term investing