Sonia Bass
Creative Direction | Graphic Design | Conceptual
all artwork and visual elements created by me otherwise stated in collaboration instances.
see bottom of page for IMDB & SM profiles | link to latest Art Direction commercial. Resume can be viewed and downloaded from the drop down top right of page.
ART DIRECTION & PRODUCTION DESIGN
1. CARPET COURT - Rhino | Creative Lead & Production Design Set Dressing / Art Dept
The purpose of this ad was to showcase the toughness and durability of the new next generation Rhino flooring range. We wanted to put this new release to the ultimate test so we fitted out the Stokes Valley Rhinos rugby teams changing rooms with the brand new hardwood flooring and carpet. Proving that in fact it does live up to its trusted name. Both flooring aesthetics had to withstand the children dragging mud and grass around, boot sprigs and just general mess. We even got the kids to throw around and drop dripping hot dogs doused in sauce and mustard on the carpet just to make sure we were pulling out all the stops. The hard flooring had to be water and dent resistant. And when it came to task of clean up both these floors lived easily up to the challenge.
The ad was filmed using a combination of organic, natural light shots (rugby footage) with a more stylised and sleek approach (carpet shots). This was because we want the club atmosphere to come through and not feel too staged whilst we want the carpet cleaning shots to look high-end and slick (premium). A combination of handheld was used. Camera work and smooth dolly-tracking shots were used to achieve this contrast in style, which we intend will give the ad variety and interest.
2. ZEALANDIA - Promotional Video