Route 66, an iconic global label itself, provided a unique way to amplify the theme of labelling and explore the versatility of the product range. Filmed in just 10 days, across 10 locations and covering 3,000 miles, the 19-strong team identified, interviewed and observed 12 people living and working along Route 66. School teachers, pupils, cowboys, and even exotic dancers discussed the meaning behind the label of Route 66 and how they would label themselves.
One result was "Road test", a 30" mash up edit of characters met from all the way along Route 66, revealing what word they would use to 'label' themselves. Another was 'Eugene Poem' in which Eugene, poet and retired English Literature Professor from East Saint Louis, reads his poem especially written for Brother about "that fabled mother road, with its labelled motherlode".
Other spots included the first day back at a school situated along Route 66, an interview with 'Route 66 Tattoo Man', Vietnam war veteran Ron Jones, and some words of wisdom from mechanic 'Insane Wayne' at his Route 66 workshop.
"Because it had all been filmed on a Cannon in the U.S at 23.98 fps on NTSC, we had to do a conversion for all of it to 25 fps," recalls The Mill's VFX producer Tom Johnson, "We then had it conformed in Smoke, did some clean up and added the all-important labels in Flame. The final grade was done by our Colourist Aubrey Woodiwiss, to make sure the legendary Route 66 had the same magic feel on screen as it does in reality."