Each of the spots in the campaign feature an abandoned, battered object — be it a chair, a car or an old piano — on their journey from being found to being restored.
For this, the team developed a custom camera rig to be attached to and track each object. As a viewer, one’s eye is captivated by the multiple different landscapes and stages the pieces travel through.
In this spot, the rickety piano is found, its keyboard ripped apart, put back together and finally displayed and ready for a tune.
Mill Chicago colourist Matt Osborne comments “This was a fantastic piece to really explore new and unique ways of grading. Michael gave me several references to go off of. By taking inspiration from each of them, I was able to create a bespoke feel for each of these spots. We paid close attention to use a strong palette that supports State Farm’s brand colors, and also kept the skin tones nice and natural.”
There’s more than meets the eye to everything and there’s always a backstory.