Shooting through a macro lens into a container of water with baby oil in it resolved the images in the individual bubbles which act like little lenses. Using a TV monitor I was able to scale and animate various letters and words.
Initially, because of logistics, depth of field and other issues we were going to accomplish this shot by shooting plates of the roof and the actor on green screen. The actor on greenscreen was to hold a toy car and move it to specific positions using a mixed playback. The shots changed a bit and the whole deal was done "in camera" on the rooftop using a toy car as well as the actor miming to a real car moving.
Using many of the ideas from the "tear" below we searched for a majestic tree in an urban setting that would represent its positive attributes and not as the usual liability of a tree (falling down on house) as in many insurance ads.
Above image was an earlier alternative to use a tree and house at Disney's Golden Oak Ranch. The image at right is a photoshop comp to show how we might dress the house and stage action to make it feel suburban.
Initial and other concepts and ideas
Silhouettes and shadows
Based on inspiration from above artisits I created simple animations using moving light past random sculptural elements finally reveals silhouette
Variation where moving camera into position reveals figure
Light pattern meets graffiti.
Flying saucer (could be subject to copyright?)
A taxidermy raccoon was used for the shoot to avoid the complexities of a live animal. It was only seen for a momenet when a child spots it at night with a flashlight.