The highly anticipated Perot Museum of Nature & Science in Dallas is illuminated in TM Advertising’s campaign about discovery, directed by Jeff Bednarz of Directorz and edited by Lucky Post’s Sai Selvarajan. Working under the strategy of “a world of wonder awaits,” TM Advertising created a campaign that lets viewers see the museum from the eyes of its’ visitors.
"The new Perot Museum of Nature & Science is beautiful, inspiring and the coolest of cool,” says April Steinbach, TM Advertising VP/CD/Writer. “From smiles to giggles to awe and wonder, the authentic reactions say more than words ever could. Knowing that we wanted these reactions to be genuine and believable, we were honored to work alongside the man best known for capturing honesty and beauty in people of all ages, Jeff Bednarz. Like the Perot Museum, Jeff Bednarz is one of Dallas’ greatest treasures. And we could not think of a better partner to help us bring this amazing place to life.”
Bednarz, known for his talent with real people and docu-style directing, captured the moving reactions of children and adults to the museum. Many of the final shots selected contain the pure surprise and joy each subject had to his or her first experience. Often, he laughs, he’d call out a direction only to find that the subjects hardly noticed him, so engaged they were in the museum’s experience.
“It was incredible to see the responses to this amazing, world class museum; to capture the wonderment in the children and the sparkle of the inner child in the adults we filmed,” says Bednarz. Bednarz and his team at Directorz collaborated with TM Advertising on the initial fundraising campaign, as well as on other campaigns throughout the years. “The opportunity to work together and see the museum come to fruition, ultimately closing the circle with the opening commercial was especially rewarding,” notes the director.
The project was edited by Lucky Post’s Sai Selvarajan who, says TM Advertising ACD/Art Director Stephanie Fisher, “meticulously poured through hours of super slow motion footage to snag the perfect split second of each child’s face. But he also managed to weave in just enough footage of the museum without giving away too much ... making this campaign the ultimate teaser.”
A signature element in the film, the red parenthesis, echoes the actual structure and design of the Perot Museum of Nature and Science – open to all as of December 1.
Agency: TM Advertising
Executive Creative Director: Bill Oakley
Sr. Broadcast Producer: Stephanie Murdoch
VP, CD, Writer: April Steinbach
ACD, Art Director: Stephanie Fisher
Director: Jeff Bednarz
EP: John Gilliland
Editor/Post: Lucky Post
Editor: Sai Selvarajan
Graphics: Seth Olson
Audio Engineer: Scottie Richardson
Color Correction/Finish: Brian Buongiorno (Tone Visuals)