Can We Talk About that Paralympics Ad? | crippledscholar
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August of was the starting point. On November 30th, the end product was a second trailer, which debuted on Huffington Post Books.
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It immediately took The 4-Hour Body from near to 30 on Amazon, where it later climbed to 1. The launch was initiated by a simple poll postwhich was followed by an analytical second post. Due to its high production value, the video then made the jump from online to offline, eventually making it to national TV for The Dr.
Oz Show see the clip at: How much did it all cost? Can you sometimes make budgetary miracles happen?
Emulating a Hollywood film is much more expensive than a slick demo trailer such as those produced by Epipheoand the latter is better suited to many start-ups and services: In my first fateful meeting with Adam, I slid a piece of paper across the table within ten minutes of us sitting down — the draft storyboard: Click here for larger version. Following up on our meeting, I sent him this e-mail: Hi Adam, OK, so here are some goodies to get your juices flowing.
Current book cover is attached. Other potential vids for ideas: I want your ideas and input. Look forward to your treatment! Tim How did it all hold up?
Getting from that scrap of paper to spots on national TV was not easy. The music portion alone almost killed the project.
But the success of this trailer IS replicable. The following interview and footnotes will explain the process and the lessons learned. I went to film school in San Francisco to learn directing, and got my start doing music videos, commercials, and motion graphics editing.
How were you chosen to direct the 4HB trailer? I received a call from Tim one day, out of the blue.
He introduced himself, told me about the new book, and said he wanted to do a trailer for it. When we first met up, Tim laid out his entire vision, which was pretty clear from the beginning.
After our first meeting, I wrote up a treatment which is just a specific outline of how I wanted to shoot the trailer and the energy I wanted to bring to itpresented it to Tim, and he was on board right away. Shortly after that, we went and filmed it on a two-day shoot. Here is the original treatment Adam presented to me] What happened after The 4-Hour Body trailer came out? The trailer got a ton of great comments on YouTube [ at the time of this writing], the hits on my website took off, and I got several calls from other publishers interested in doing book trailers.
The trailer opens with a shot of Tim working at a table. Can you talk about that day of shooting?
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We knew that we were going to split it up, so we took our time finessing everything and really made sure all the shots looked nice. And visually-speaking, the atrium was super cool to photograph. How Adam gave the atrium a cinematic feel in After Effects. We brought all this stuff to make it look like a mad scientist lab, like he had been doing experiments on himself and taking notes.
We shot that second part of the video for probably six hours in one day. Then the following day, we drove all around the Bay, meeting up with each of the people in the video and shooting their little vignettes.
What goes into a six-hour shoot like that? Why does it take so long?
Almost all of that time was spent setting up lights. We lit up his whole atrium so it looked cool on camera, laid out a dolly track, and set up two cameras for shooting.
We had a rough idea of what we wanted to shoot, but we were also exploring while we were there and coming up with ideas on the fly. It has an almost entirely disabled cast and so many of them are doing bad ass things to appropriately themed music.
If that was all this was, I would probably be sharing it all over social media to the point of annoying everyone connected to me. There are two things about this ad that just end up making me cringe. The term Superhumans is not new to the Paralympics. So why do I dislike the fact that the Paralympians have been labeled Superhumans?
In a way calling them Superhuman detracts from that fact. Super crip is a term used by disability media critics to describe the phenomenon of celebrating disabled people in either a way that lacks meaningful context or in a way that seeks to effectively erase their disabilities except to add emphasis to the extraordinariness of their accomplishments.
Because athletic success, particularly for disabled people is not just a matter of having the desire to do it.
‘Superhuman’ season 1, episode 5 preview: ‘All Parts Extraordinary’
It is not just a group of musicians, dancers, and athletes showcasing their skills. They really sell the myth. It is a systemic reality.