Film Craft > Production

FLIP

UNCOMMON CREATIVE STUDIO, London / B&Q / 2022

Awards:

Shortlisted Cannes Lions
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Film
Demo Film

Overview

Credits

Overview

Write a short summary of what happens in the film.

Nobody just wakes up and decides to improve their home. Life happens, things change, and your home needs to change with them. B&Q enables us to do just that with ease. This film is a powerful story of change, made easy, all captured in one beautiful moment.

The film shows a woman flip-her-house-beautiful, as she takes control of the exciting yet daunting news of a new baby. Her house literally and figuratively flips 180 degrees as she navigates this change to her life and her home.

Shot for real in just a few long takes, on a rotating 24 tonne set, at its highest six storeys high, with both the actors and the camera team, including director, in wires making something incredibly difficult look effortless. Combining honest performances and a fantastical world, the tone of the film is brought to life by David Bowie’s legendary track Sound and Vision.

Cultural / Context information for the jury

B&Q is the UK’s leading home improvement and garden retailer - helping customers improve their homes since 1969. B&Q’s mission is to give customers the power to act whenever life strikes; to make the changes they need at a speed that works for them. To do this B&Q knows it needs to be fast, efficient, available, and convenient. This can only be made possible through DIY.com and an unmatched network of over 300 stores — together they give customers access to the Click & Collect service on 28,000 items and home delivery service on 35,000.

The new work follows the success of ‘Build a Life’, which introduced the brand’s belief that anyone can change their home to make life better. The latest campaign, ‘Change. Made Easier.’ builds on this, showcasing how the brand makes it easy for homes to keep pace when changes happen in life.

Tell the jury anything relevant about the direction. Do not name the director.

This was a hugely complicated idea with many challenges. The set was 16m at its highest point, rotated 180 degrees seamlessly in 60 seconds and had identical houses on either side.

The director led an expert team in stunts, civil engineering, wire rigs and camera, and every decision made had to consider the impact of gravity.

With extremely limited r&d time, so much was learnt and redesigned during prep.

Every shot had to be timed exactly, feel handheld to feel the human connection, and long enough to see the journey was done for real.

Aligning the action, movement and camera perfectly meant operators pushed their bodies to the limit, including the director who operated key shots on wires.

It was essential to the director that performances were emotive and not overshadowed by technique, so a lot of work was put into ensuring casting and tone from music were just right.

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