In a new spot for housing service app “贝壳找房”, or Beike Home Rental Platform, creative agency Goodzilla and production house START Films focus on the warmth we bring to our “shells” – the places we rent that we turn into homes.
创意公司Goodzilla意类 携手制片公司START Films最近为租房服务平台app贝壳找房（翻译成英文则是”Shell Find House”），拍摄了一个新的广告片。短片着重刻画了现代人如何为他们的“贝壳”带来温暖–即使是租的房子，也可以找到家的温馨感。
Director’s cut of the new Shell Find House spot
Targeted at China’s post-90’s generation, the Beike app aims to address the frustrations the generation faces with unaffordable costs for buying homes, and when having to rent a place “second-hand”. Jay Qian, Creative Partner at Goodzilla, said that instead, they wanted to portray optimism. “Most people who rent have more choices, more forward momentum and countless possibilities.”
Director Jayga Rayn says of the concept, “It was about creating the world these characters lived in, and making sure the performances could represent their different emotional states within a very fast-paced film.”
Behind the scenes with START Films
“The biggest challenge with the script was that it’s a lot of different scenarios squeezed into just over a minute. With only 5 to 7 seconds to give each story, it’s really important the production design, styling and talent could portray a feeling near instantly,” Rayn says of the production.
Despite time constraints, the two-day shoot was incredibly smooth and everyone, from client, through agency, to director, were elated with the results. The client liked the final director’s cut so much they added more time to post-production to edit 15- and 30-second cutdowns for media buy.
“I think the most pleasant surprise was how natural the gay couple look for two very straight actors. We had some additional shots of them acting more affectionate, touching heads – they didn’t make the final film but it felt very organic,” says Rayn.
“I think spots like this are a good indicator of the advertising industry as a whole — no crazy post, no super-fake or over-polished lifestyles, and a more open, nuanced approach to representing the customer base,” said Rayn on the highlights of the project. “For me personally, it was huge to be able to represent gay culture within a big commercial, and I think we all worked to do so eloquently and naturally.”
Director of Photography | 摄影指导: Cheng Ma Zhiyuan | 程马致远
Production Designer | 美术指导: Zhi Yi | 芝绫
Producers | 制片: Solo, Zhang Yifei | Solo, 张夷飞