The Platinum Card
Prepared by Craig Cutler Studio 7_10_21
ANGLE EXPLORATORY
Single Card On Surface - Not For Lighting
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ANGLE EXPLORATORY
Single Card Angle Floating No Surface 7-10-21
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ANGLE EXPLORATORY
Two Cards On Surface
1-16 shot 7-10-21 17-24 shot 7-9-21
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ANGLE EXPLORATORY
Graphic Pedestals
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STORYBOARDS
Option_1
More detailed version of the storyboard.
Option_2
Dramatic high-angle sweep to reveal well lit card landing on heroic card angle.
Option_3
Macro camera moves ,cuts with dramatic lighting , build to heroic high angle sweep to reveal well lit card.
Option_4
This approach would be a fly-through, not on a surface. Similar to an iPhone floating in air.
LIGHTING APPROACH
Thank you for thinking of me for this work. American Express is synonymous with world class service and the best client experience in the market. The confidence and reliability that American Express inspires, is rooted in the company’s beginnings. Each image and motion piece creates a metaphor for the premium experience of attaining the leading card in the industry, and instantly delivers that message to the viewer.
The goal of the images and motion pieces is to clearly connect with the audience, and I’m looking forward to working with you on them.
My approach is simple, to showcase the cards without any tricks or gimmicks. The three words that resonated from yesterday’s call with the creative team were “card as art” – it is that simple. It is a beautiful silver piece of metal. I will embrace the Platinum Card’s reflective qualities. It is as if I was doing a photo shoot of a beautiful silver car in a large studio. I want to feel the weight of the card by giving it a shadow. The surrounding environment would be created with a horizon line and in some compositions, possibly incorporating a simple pedestal to elevate the Platinum Cards.
Light, shadow and reflection are the only tools I will use. To create images with these three elements is what most people do not understand how to do. Simplicity is hard to achieve, and it can be very powerful when done well. A simple, clean background only comes to life when you know how to control the light. I think it will be important to push the perspective of the Platinum Card so it feels larger than life...like an architectural study.
EXPLORATORY
There are endless possibilities for artful and powerful compositions for the Platinum Card. Above are a few sketches for angle exploration. The best approach would be for me to do an exploratory shoot with the card to determine new angles. This would allow us to lock in on composition beforehand, so that we can focus on lighting the Card at the actual shoot. An exploratory shoot allows us to push the envelope of angles and ideas to the edge. What usually happens is that we settle in on a better composition. The exploratory is for perspective and angles only — it will not incorporate lighting. Lighting is what I do best and we will focus on that on the actual shoot day.
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Shot_1
2 shot | Business & Consumer // Card upright | 7/8 angle // Multiple backgrounds
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Shot_2
1 shot | Business & Consumer // 2 card upright // Multiple backgrounds
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Shot_3
2 shot | Business & Consumer // overview shot // Multiple backgrounds
COLOR
A possible approach to color would be to add color beyond the horizon line in post. I would overlay the nuances of the background with color, so that it is in line with the lifestyle subject palette. This gives us the freedom to add or leave out color.
FILM
As we all know, the separation between still and film are no longer there. The motion should feel like a moving still. Gentle camera moves with simultaneous light and shadow movement. My cinematographer and I will use either a slider or a motion control arm to capture the most beautiful angles of the card. The best description I can make is that of the studio trademark, before a movie begins – it reminds you of the core message of the studio and gets you excited for the delivery
CLOSING
I think there’s an opportunity to develop a signature visual language that speaks to the premium service that accompanies the Platinum Card experience. The weight and strength balance beautifully with the clean lines and artistry of the Card. Connecting with the viewer using light, shadow and reflections will enhance the art and draw them into the images and films. I think that we can make this feel attainable and aspirational, powerful and simple at the same time. Thanks for thinking of me. I look forward to speaking soon.
This presentation was prepared exclusively for: Justin Walsh - Executive Director, Design | Ariel Elias -Associate Director, Design | Garam Park - Creative Director, Art | Rebecca Albert - Creative Director, Copy | Samantha Wozniak - Associate Copywriter, Creative | Brian Swan - Associate Art Director, Creative | Kim Stoerker - Senior Producer, Integrated Production
© All images and sketches by Craig Cutler | Fela Cortes - Executive Producer | Treatment - Cutlerbremner