United States Postal Service
More than most commercials we do I felt that there was more riding on this than the average brand. There was a strong sense of responsibility to help in some way to secure the continuing survival of the USPS; which has been running in the red. The USPS prides itself on delivery to "every door in America" which is no small feat. Carriers such as UPS and FedEx can only make such claims as they rely on the USPS to deliver the last mile of many of their packages because they don't don't go to every door. If the USPS had to run on profit alone it would have to abandon inconvenient and remote destinations leaving many without the benefits of traditional mail.
The pdf below is a typical Art Dept. document showing elements that will be brought to the shoot.
| prepro_v1.pdf |
Commercial as it aired.
Below are a couple of illustrations where I modified the location photos to show how the resulting shots would look after physical special effects (rain and snow) are added.
Video of dressed backlot street being covered with snow. The choice for this was real ice which gets chipped very finely and sprayed out of a wide nozzle, not only does it look real (cause it is) but it has the added advantage of no "clean up" as it just melts away. Paper snow products also look good but require a lot of clean-up. As this was to be a twilight shot and the street was in shadow, the ice would last for hours.
Art Dept team hurridly adding packages to the actual USPS conveyor belt during sorting operation.
