US Census: EMPOWERMENT by Iw Group for Us Census Bureau

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US Census: EMPOWERMENT

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Industry Public awareness
Media Film
Market United States
Agency Iw Group
Director Fredrik Callinggard
Released March 2010

Credits & Description

A new national advertising campaign for the U.S. Census, directed by
Bully Pictures’ Fredrik Callinggard for IW Group/Draft FCB, makes its
point about the importance of completing the government’s census form
through the use of some remarkable cinematic magic. Each of the eight
spots employs the same premise: a man crosses a street with his young
daughter to deposit his census form in a mail box. As he does so, the
camera performs a graceful 360 degree pan around him, while revealing
that the street behind him—which had been deserted—is suddenly filled
with people applauding his action.

Callinggard pulled off the clever illusion practically. The 360-degree
camera move was performed by a Steadicam operator. Hundreds of actors
were choreographed to step into place as the camera sweeps by to
complete the miraculous tableau. The same scenario was shot eight
times with different principals representing different ethnic groups.


Client: US Census
Ad Agency: IW Group/Draft FCB
Production Company: Bully Pictures
Director: Fredrik Callinggard
DP: Adam Marsden
Executive Producer: Jason Forest
Post Production: Bully Bros. Post
Visual FX Supervisor/Artist: Kiki Chansamone
Post Producer: Gaelon Swift