NEW WORK | Stay Open PSA LGH
FROM THE CLIENT
We applaud the people of this region for doing your part to stop the spread of COVID-19. As we head into fall and flu season, it is crucial that we continue to follow the guidelines so our community can stay as open as possible – for business, for fun, and for living our lives.
FROM THE PRODUCER
Richwine & Hooven brought our crew in on this PSA for Penn Medicine Lancaster General Health. The idea for this project was to draw a connection between following guidelines and keeping community life open, using the idea of “open” to describe both the status of the community and a positive mindset. Through a montage of real people in everyday Lancaster County scenes — including the presence of masks, social distancing, etc. — we show the realness, goodness, and normalness of life that continues despite the added safety precautions.
FROM THE DP
I shot this project on the RED Ranger with Sigma prime lenses, as well as some Black Satin filtration to add halation and glow to the images. It was a challenging shoot given the amount of locations over two days, but we made sure to find the time to do a fair bit of lighting along with carefully planning the correct time of day to have the sun and reflectors in the right place.