DETAILS
when designing the look of the feature film the ice storm, ang lee and production designer mark friedberg stressed that the film’s production design was not a send-up of the 1970s but a faithful representation of the era, documentary-like in its precision. with this in mind, i went about designing the look of this commercial campaign for ge capital bank, who would use this commercial as their launch into the scandinavian market.
 
the production design suggests a playfulness and optimism from the 70s, now fading with the years. the grown-up daughter's teenage bedroom has not been altered for over twenty years - the parents have left it as it was the day she moved away from home. the characters in this story are working class bon vivants - forever positive about what life has to offer them, and so the bathroom is designed to evoke the same feeling of optimism and playfulness.
 
the home in this film is supposed to feel real, and contemporary to the 2000s, yet it is created to look like it was decorated by someone whose taste has not developed much over the last thirty years. we had a lot of fun with this one. again, a very supportive director and agency. the agency was very pleased, especially upon reviewing the results from the market tests.
 
this is yet another film that i have production designed for director martin aamund, whom i continue to work with to this day. our history together goes back to 2000.
 
 
anecdote #1: many people have asked me why the mother is peering under the sheets. the answer comes from the director, "she wants to see if they are naked."
 
client: ge capital bank
agency: just/kidde
production company: moland film