These are the kinds of commercials I like doing – getting real people to tell their real stories in their own words.
For this campaign I wanted to interview real people but I wanted them to talk directly into the camera rather than offscreen to an unseen interviewer. As in the Errol Morris documentary The Fog Of War.
We jerry-rigged a teleprompter so that instead of showing words, it showed my image to the interviewees as I asked questions and we just carried on a conversation. Talking to them afterwards, they thought it was a bit awkward for the first couple of minutes, and then they got totally used to it.