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THE SWEETSHOP, Auckland / NEW ZEALAND POLICE / 2018
Overview
Credits
BriefExplanation
The most entertaining police recruitment video on the planet.
This is a fast-paced recruitment video that speaks to a wide variety of New Zealanders. But, how do you choose a singular spokesperson when you're trying to talk to everyone? You don't.
That's why this NZ Police recruitment film features over 70 actual cops. The Police band, Police dogs and cats, Eagle helicopter, the AOS, William Waiirua, Black Ferns and the police commissioner Mike Bush, all put their hands (or paws) up to be involved in the video to encourage New Zealanders to join NZ Police. t’s a big classic suburban wild goose chase police romp – with a great message!
This video celebrates the kind of recruits New Zealand Police want on their team - ones who bring their own unique and diverse qualities, skills and quirks to the job.
EntrySummary
The video uses New Zealand’s quirky sense of humour in a bid to entice more Kiwis to join the police force of the world’s “safest country”.
The video also features appearances from the women’s rugby team the Black Ferns and social media star William Waiirua.
Relevancy
Firstly, I wanted to make sure that the story we told would still be exciting, surprising and funny if we were to use just one protagonist. I loved the transitioning officers – but felt it needed to be the seasoning on an already great story. So that meant the edit needed to be seamless and silky, to make these transitions invisible.
On paper this sounds easy, but working with non-talent comes with it’s own unique set of challenges. We needed to shoot a lot of footage for performance and making sure those overlaps lined up perfect. So the edit was like doing a 40,000 piece puzzle, drunk.
The script had a lot of information to communicate over the 2.5mins, which meant we needed to be clever about the pace and rhythm. Creating little moments of breathing room broke up the chase was important to make things feel fresh throughout.
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