Exercising her talent for quirky storytelling, FilmCore’s Tiffany Burchard has edited a new campaign for Bloom and Charlotte, North Carolina agency BooneOakley that positions the upscale market as having the answer to any problem a consumer might have—no matter how weird.
Burchard collaborated with Director Rick Lemoine and a team of agency creatives who share her off-kilter sense of humor. Each of the dozen 15-second spots features the same set up: a man or woman pushes a shopping cart through the market (without somehow seeming to walk) while describing some peculiar life calamity.
One woman laments that “what happened in Vegas, didn’t stay in Vegas,” another woman confesses that her father told her she is not his favorite, although she is an only child. In each case a Bloom employee appears with an excessively cheery (almost to the point of being very scary) response offering one of the store’s unique benefits, which include hand-made artisan bread, 20 minute upfront parking, lower, easier to reach shelves, 130 varieties of coffee, and custom cakes, as the solution to the shopper’s woes.
The spots weren’t scripted in the traditional sense. Rather the actors were given a series of lines to perform and given a wide berth to interpret them for comic effect. “I spent a lot of time with the director going through the material to find stuff that worked as vignettes,” recalled Burchard. “We tended to pick the moments that were the funniest and the freakiest.”
Burchard also fashioned a few :30s by linking several scenes that were thematically similar. “There weren’t any rules,” she said. “It was all about finding vignettes that worked together and fit the :30 second format.”
The project is the latest in a series that Burchard has completed for BooneOakley. Last year, she cut a couple of humorous campaigns for Carmax.