"Without the Kids Voices, We Wouldn’t Have a Film"
Creep worked alongside sister company, The Vigilante Group to bring this important story to life.
Creep teamed up with the Golin agency and director Kristian Young to ensure the emotion and narrative for the film was conveyed in the best way possible through the soundtrack, the edit and the grade. Giving the time and space within the film for the children and adults to be able to talk about their personal relationship with exercise.
We asked the wonderful Kristian some questions about his process for this piece, have a little read below..
Q> How did he get the most out of the kids on the day?
Kristian> We spent a good amount of time planning how to manage the kids, and get the most out of them on the day - because for me, it was the most important element. Without the kids voices, we wouldn’t have a film. I created a fun breakout space for them, so that they were all able to interact from the moment they arrived - and prepping the kids before the shoot helped us a lot, too. We briefed the crew on how the on-set environment would be too, to keep it as relaxed and fun as possible so that the kids could speak their minds, uninterrupted - and I think it worked!
Q> Techniques used to direct children?
Kristian> I have been directing projects with kids more than ever recently, and every time I am more nervous than the last because you learn how unpredictable the shoots can be. That anxiety also comes with more excitement, as you get some of the most brilliant results if you prepare and create a great work for them to work in. It definitely helps that I have a 2.5 year old now, too, there’s something about having a little one at home that changes your approach on films with children. I think being positive, keeping things uncomplicated and not getting frustrated when the plan, script or story deviates a little is essential - and that goes for the client and agency expectations too!
Q> What drew you to the idea?
Kristian> I connected with the idea of making exercise fun and remembered what that was like to exercise as a kid. I could have easily sat in the seat of the adults in the film and given my own perspective on my relationship with health and fitness. I don't love being told what to do (only child) so the idea of strict goal driven regimes in fitness is quite unappealing to me; this film kind of represents that idea perfectly.
Q> How did you go about casting for this film?
Kristian> The creative agency and client handled the casting of the children featured in the film and did a terrific job at capturing a wide range of voices and characters. We wanted to make sure we mirrored the casting of the children with a similarly wide range of adults in the film. We wanted to highlight how exercise influences different people in different ways. From upcoming weddings, to looking good, to pushing the boundaries, we found our adults all brought a different perspective to the table that fit perfectly with the story we were trying to tell.
Q> What do you hope the message of the film brings to people?
Kristian> It can be great to push, goal set, work hard and take exercise seriously, but every now and then it is worth remembering what it was like to move just for the fun of it. If that brings an aimless walk or an impromptu game of football into your life, then that is enough!
Q> What was the greatest challenge in this campaign?
Kristian> It was definitely difficult to squeeze the entire film into one shoot day when the sun moves from one side of the location to the other during winter shooting hours. Also trying to keep the attention of nine children in a sports hall all at once. Either one!
Q> How do you approach a PR film differently to a commercial?
Kristian> I think PR films try to communicate a strong, reality-based message with an authentic voice. A scripted commercial piece strives to break from reality and make something that feels elevated in an attempt to draw in audiences with a feeling rather than a message. This film was focussed on real stories with real people. Our film became the vehicle the kids and the adults were able to use to tell their perspectives on exercise in an authentic way.
