HP: Handwriting
The brief asked us to create work that showed people reinventing their story. The concept lends itself to very emotional work. We like that kinda work.
Rachael and I like to write what we know when we can, and I (Taylor) had been in the process of grieving the loss of my fierce, hilarious Grandmother who was honestly one of my best friends. My Mom and I shared this experience going through my Grandmother’s things, and we had discussed the idea of getting matching tattoos. (Fun fact: the handwriting in the spot is actually my Mom’s.) So we saw an opportunity to portray grief and loss in a way that ended on a hopeful note.
Our director, Peyton Wilson did an insanely beautiful job with it, and the spot was featured on Free The Bid.
The spot was also optimized for social, and we had a simultaneous stills shoot that we used in banners and OOH.
