Case Study:

The Lily Initiative: Awareness

Category

Narrative

Launched

May 11 2025

Runtimes

5 min.

Seen On

🎞️ 💻

At a Glance

The Lily Initiative is a program launched by Evangel Church, to support and recruit foster families. 

  1. A video that pulls on the heart strings and compels the audience to get involved one level deeper with The Lily Initiative, fostering, and/or adoption.
  2. Avoiding painting certain people groups in a negative light
  3. Subtly represent some or all of the services that The Lily Initiative provides

The Process

(focus on the camera work) The complex camera set ups; sunset rig, the bus dolly tilt, overhead match cuts in a small room.

Our Approach

We wanted a real representation of the process while writing each person’s role with respect. We also scouted real foster offices for our moodboard.

We were really cautious as to not make anyone in the process of Foster placement have a bad perception.

Make sure Lewis was comfortable, had plenty of breaks, and the on-set energy was fun, despite the subject matter.

Nailing the Performance

Delivery can be tricky, especially when an actor needs to nail a punchline. Joel carefully worked through each of the lines with our actor to get the best delivery possible.

In-Studio vs On-Location

Building an outdoor set indoors had tons of advantages.

Here’s a few of our favorite:

  • Weather control
  • Filming a nighttime scene during the day
  • Plenty of time to prepare and test the scene

Noise, Reflection, Challenges

Getting clean audio from a vehicle is a real challenge. We worked with a lot of different microphone placements to get the sound just right for this ad.

Practically made, practical effects

  • We utilized a 100″ TV as a virtual backdrop to film reverse shots.
  • Our menu board was a TV mounted on an 8×8 post.
  • Our ordering speaker was 3D-Printed.
  • Most importantly: we made it all in-house.

The Final Product

Did you catch
them all?

Art department details that really make this spot special

  • The lilies bloom as our lead becomes more comfortable.
  • It was all a dream – the photo on the wall in the office is recreated in our final shot in the dream sequence.
  • Inspired by Norman Rockwell, hyper focus on children, the adults take a supporting role. – Should reword

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