"Playground" La Rosa Frozen Fruit Bars Commercial
May 2019
In theme of the La Rosa commercials I created in all the years prior, I wanted this one to be even more silly and ridiculous.
This one is about a heroic La Rosa vendor saving kids from the blistering heat in a surprising way.
Directed by: Keaton Punch
At this point, this was the most complex commercial I’ve made. So, I drew my own storyboard to clearly express my vision and make planning each shot easier.
I had my main actor join me and my friends at the park before the official filming day, to create a pre-visualization using cardboard props. This helped me understand how the lighting looked at certain times, figure out the framing, and test out effects I had planned.
For a commercial that is majority action and little dialogue, I found it easiest to personally demonstrate to my actors how I wanted them to move. It’s especially important to exaggerate actions for a comedy driven production.