Majestic camerawork on global work for malware security giant Norton inspires us all to move boldly through life with our privacy intact …
Los Angeles, CA (June 4th 2014) – Person Films / HSI Productions have teamed up with Grey, San Francisco to release sweeping new work for malware protection giant Norton, breaking this week as part of the brand’s integrated global campaign.
Directed by Michael Haussman, “Boldly Go” features portraits of individuals moving through life with a sense of passion and adventure. Inspiring poetry plays alongside encouraging us all to move brazenly through life. It’s work that successfully personifies Norton in modern times – people busy living their technological lives in comfort, all along knowing that their security and self-assurance is intact.
“People’s intimate thoughts, cherished ideas and connections are shared in so many different ways – but all in ways that need to be shared safely,” explains Curt Detweiler, CCO at Grey, San Francisco on Norton’s modern demo. “It’s a different world than it was ten years ago.”
“Boldly Go” was shot in Rome through Person Films, Italy with an extensive list of characters, the city’s modern architecture and extensive locales imparting an attractive, international feel. “The agency approached me with an open script, the anchor being the poem,” explains Haussman on shaping the work. “The challenge became how to demonstrate the benefits of using the product’s intangible protection service. We recognized that Norton is selling a positive lifestyle and the action of people moving forward into the world would personify that.”
Haussman’s use of documentary-style filmmaking and hand-held camerawork also imparts an authentic feel to the work, while black and white photography adds a majestic feel – the only color used being Norton’s trademark yellow insignia in each spot.
“We all recognized Michael’s ability to stay focused and make decisions quickly without compromising on artistic vision,” notes Detweiler on the campaign, previously collaborating with Haussman while Regional Creative Director at TBWA\G1\Europe in Paris. “He knows what standard is needed creatively and gets to the story in a more emotional way, and creates work that is very honest and genuine.”
Digital spots from the campaign will be seen on YouTube plus sites including CNN, Inc., Forbes and CBS News. The work follows on from a slew of successful campaigns for Haussman this year including powerful spots for Budweiser and United Airlines.
Haussman is also in pre-production on “Good Guys,” the compelling tale of two Americans who meet in an Italian hotel. One dies, the other taking on his identity as a means to alter his bleak future – instead inheriting a life that changes him from a good guy to a bad guy. Stephen Dorff is set to star, while other casting is currently under way.
NORTON “BOLDLY GO” / CREDITS
Agency: Grey, SF
Production Company: Person Films / HSI Productions
Director Michael Haussman
HSI Executive Producer / Managing Director Rebecca Skinner
Person Films Executive Producer: Cecile Leroy
Producer: Linda Masse
Line Producer: Fabiomassimo Dell’Orco
Cinematographer: Paolo Caimi
Editing Company: Union
Editor: Marco Perez
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