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Limey Creates ‘Green Routine’ for California Solar Initiative
Director Graeme Joyce gets visual with new environmental campaign


Director Graeme Joyce has shot striking campaign for the California Solar Initiative (CSI), including a broadcast spot and print advertising. Simple yet visually compelling images showcase Californians’ daily activities, as they strive to preserve the environment, the new campaign encourages state residents to take it one step further and add solar panels for heating water to their “Green Routine.”
“Graeme did an amazing job on this project with an extensive amount of set ups,” says LIMEY Owner/EP Andrew Denyer. “The photography is beautiful. The attention to detail in the art direction and the exquisitely composed frames are the hallmark of what Graeme does well.”
For the director, this California Solar Initiative campaign was an opportunity to be part of a project with an extremely positive message and a growing audience, adopters of green energy products. “We were preaching to the choir, targeting an audience accustomed to an eco-friendly lifestyle, suggesting solar water heating as the latest addition to their green routine,” explains Graeme. “I wanted to feel the influence of the sun throughout the commercial, a reminder of the potential of its omnipresent power. I felt by keeping the compositions clean, bright and informative that we would force the viewer’s attention and relay the message as succinctly as possible.”
Shooting the print campaign simultaneously, notes Graeme, worked very well with this project. “From a purely practical point of view, we have already executed the shot needed for the commercial so we’re ahead of the game and know what we want from the still image. More importantly, there’s a creative consistency to the campaign if I do both which is of great benefit.” 
In addition to this recent CSI project, Graeme has directed the short film “Lifetripper,” starring Rob Benedict who co-wrote the script with him. “Lifetripper” follows the trials and tribulations of Stan, a middle-aged mechanic, who every day on the bus entertains his fellow passengers with his conversational sense of humor. The film is a thought-provoking look at a man who quietly realizes his potential, as a comic and a human being. The bittersweet film was extremely well received at its worldwide premiere and won “Best Drama” at the Super Shorts 2011 International Film Festival in London. Additional film festival screenings are currently being scheduled for the autumn.


Client: Go Solar California
California Solar Initiative “Green Routine”
Ad Agency: Fraser Communications
Creative Director/Art Director: Sergio Belletini
ACD/Copywriter: Lisa Ansis
Producer: Carole Ferrari
Production Company: LIMEY
Director: Graeme Joyce
Executive Producer: Andrew Denyer
DP: David Lazenberg
Editorial Company: Henry LA
Editor: Enrique Aguirre
Music & Sound Design Company: Chris Bell Music & Sound
Composer: Chris Bell