The final concept, shot and edited:
The story described below is mostly used to shoot the video. A 14 shot scenario was drawn to decide on the shooting angles and scene lengths. It is adjusted according to the feedback given after the previous concept presentation. Before, there was no future setting, just the scenes with the kid enjoying nature and running to his mother, and the text "make sure they can get there now, an in 20 years". Also, a scene where the kid is hooking up is safety belt was added, to emphasize the safety of the car. Safety factors fitted the target group as well as being an important interest.
The feedback read that not too many themes or subjects should be included, and that the safety was too much to add. So it is pulled from the final concept. The future setting was added as well as suggested by the feedback. Just focusing on the message that, if the target group wants their kids to grow up in a healthy environment, they should drive electric cars.
The video is shot at the Delftse hout, a park with a variety of nature. It was possible to find dead trees for a gloomy, futuristic setting and green trees thick forest for the current setting. The weather was especially fitting, being a little rainy at times to shoot the gloomy parts and sunny for the green parts. The wind adds some suspension as well.
The actors seen in the Video would like to remain anonymous, but were asked by the team to act. They were eager to participate and enjoyed the shooting process.
Existing Peugeot logo scenes were used.
The final concept is an adaptation of concept 2 (see concepts).
Please click to enlarge.
A young man, who looks like in his twenties is walking on a sandy ground. He looks really low-spirited and drags his legs on the way. He is walking in a seriously polluted environment, with dark grey sky, factories, industrial wastes, and numerous cars passing in a far distance.
Sand and dust hit on his gloomy face and there's no light in his eyes. He suddenly stops, looks down, stares at a brown withered grass. Then he looks up and sees a huge but nearly dying tree in front. There is only one leaf left on the tree and looks about to fall off in anytime.
A strong wind blows the last leaf off and it falls slowly on the young man's palm. He grasps the leaf and then is called by a dog bark. (Camera focuses on his hand)
The young man turns to search the voice, and at the time he already turns back to be a small boy. In a distance are his mom and his pet dog with the electric car iON. She just finishes charging the car and smiles at her boy. "Time to go home." Mom says to the boy. The background turns natural and beautiful again, with forest, grass, blue sky and sounds of birds.
"I am coming" The boy happily runs to his mom, with the original dying tree in the back, coming back to life and with full leaves again. He jumps in the car, and put on safety belt. He touches his dog and then scrolls the leaf in his hand to a leaf harmonica. He plays a happy song in the car. Mom is smiling and driving. And then the theme slowly zoomed out, we see the car drives into far distance, nearby that shows the green world.
Slogans show in the sky "We choose the future" "Make sure to get there now, and in 20 years". After the three slogans shows the logo of "The Peugeot iOn"
