Human-inspired creative decisions
The spot’s voiceover comes from an unlikely source: Christine Taffe, creative director at Orchard Creative, rather than a professional voice actor or celebrity.
Taffe originally recorded the scratch track—a temporary placeholder—during early edits. But when Minor heard her voice and how well it conveyed the campaign’s emotion, he pushed to keep her in the final cut. Taffe also co-wrote the script with Larimar.
Director Jess Kohl, who has helmed spots for Google Pixel and Nike, said the script inspired the decision to shoot on different formats.
“The script was a powerful jumping off point to create a kaleidoscopic campaign built of loose, fragmented moments from lives that feel both universal yet nuanced,” Kohl said. “Shooting on different formats helped evoke a sense of memory, almost like footage from someone’s home movies.”
