United Way commissioned this new campaign shot by director Fredrik Bond at MJZ, working with production company Strawberry Frog NY and Marshall Street Editors’ Tim Thornton-Allan. The production thrived through the effective live remote network connecting the worldwide located team. The spot repositions United Way for a new generation of unity, a camaraderie so welcome during this time, and voiced by the powerful first youth poet laureate Amanda Gorman, “United We Win.”
Founding Editor Tim Thornton-Allan explains their customised workflow: “We took a live feed from the on-set Alexa camera, converted it and recorded it straight into Avid. Meanwhile, my assistant was processing the raw Alexa footage and downloading it to my Avid as I was cutting. This gave us the ability to live edit the footage and simultaneously share the output with Fredrik in LA. Once he was happy, he shared the cut with the agency & client for their comments”.
Watch the Behind The Scenes film to see how this campaign pulled together with a global team remotely working together.