We decided to introduce a ‘magical real’ tone to the narrative and wanted to combine a naturalistic cinematic style with poetic visuals that elevate the film emotionally and give it a distinct identity. The core of the film would be grounded in emotional truth, but with a sprinkling of visual magic in order to heighten the experience.

Instead of thinking of this as a commercial, we approached it as if we were creating the trailer to the long-form film we shot about the McKeever brothers’ lives. We imagined each moment in their lives as a scene from the movie and cherry-picked the 3-5 seconds that helped the trailer. That freed us from every shot having to telegraph some critical piece of information or compliment a VO. We could go for a vibe where each shot became a building block toward the overall emotion.