In the summer of 2020 online documentary platform Arte.tv launches a summer program called Summer of Dreams, a tv series that celebrates the classics of pop culture – from Michael Jackson and Katy Perry to Little Miss Sunshine and Le Fabuleux destin d’Amélie Poulain. How do you make a campaign for such a diverse program of films, documentaries and concerts?
By using the title of the show, Summer of dreams, as the foundation for the concept, as dreams can literally takes us anywhere and everywhere, so also to concert halls and fairytale lands.
Seeing people dreaming is essentially seeing them sleeping. To create interesting scenes of people sleeping, we shoot our models sleeping in odd positions, in places you’d normally not even think of sleeping. They are both photographed and filmed; the camera focuses on their subtle sleeping movements. These moving scenes were mixed with snippets of the program, to create a commercial in which dreaming and sleeping intertwine visually.