We are in Silicone Valley where an arch typical start-up gang is trying to come up with “the next big thing”. They are funded by a filthy rich and increasingly impatient venture capitalist who's planning on making billions on some new “sharing economy” app.

Our start up gang comes up with an ingenious idea - to combine grocery stores with sharing economy. What they don't now is that that a Norwegian store chain have been around with the same idea for a 150 years.

This is describing the ownership model; how the customers own the company through cooperatives.

This company model feels a bit like an anachronism - a relic from the old days. Because of this the brand is perceived as stout and outdated.

When we developed this new concept we wanted to make the ownership model relevant to our time and pack it into a corresponding modern idiom. We would remind the audience that the brand is highly viable. It is in fact sharing economy in practice.

So when an entire start-up world is looking for the next big sharing economy idea, we would like to tell people that this already has been around for a 150 years.

“The object, - make a commercial that looks and feels like a feature or HBO series».

We knew this was all about character. Finding the right group, with the right acting skills and chemistry was a huge job. Once done, we did character work and improvisation as if it was a feature. Getting characters founded and group dynamics in place.

The shoot was done as a Drama - camera follows character, the images does not make its own story. Art direction, locations, lighting, everything followed the same insight: make a believable Start up, jump right into their world in Silicone Valley.

The editing refined character and focused totally on story - a startup reinventing a 150yr old idea, “ the shearing economy”. All post prod, score, editing and sound design focused on that. Make that story believable, effortless and snappy - all in the scope of a dramatic feature.