Set to a haunting yet bouncy score composed by the Magnetic Fields' Stephin Merritt, the hard-sell is low-key, with only one storyline featuring a product placement. "We wanted to be honest about the way that the product was integrated into the content," says Gunn. "Our objective from the beginning was to do this with a light touch in a subtle way. It shouldn't feel like marketing or interfere with daily life." Inspired casting and serious subjects like death and infidelity, laced with humor, up the cool factor and help the work to stand on its own, if viewers invest the time. It seems to be developing a warm and fuzzy feeling with consumers thus far, with 30,000 people submitting their e-mail addresses to Mercury to receive updates about the site, according to Gunn.
Since each character has only 30 seconds of his story told on film each week, and visitors can view them in any order, writers had story trajectories mapped out and multiple scripts written-but director Cianfrance was left to decide which moments to film during the eight-day shoot in Memphis. "We had a 70-page script that we could have shot, but we didn't have that kind of budget or time, so what I had to do was boil the scenes down to their essence," he says. Filling in the gaps between filmed elements are backgrounds for each character, usually a desk or bureau surface, filled with personal items that tell what happened between films. For example, Sharon, who has just come home from graduate school, has a page that shows the inside of her suitcase, with clickable elements such as her diary, digital camera and want ads.
Client: Mercury Agencies: Wunderman, Y&R/N.Y., Kirt Gunn & Associates Creative Consultant: Mother Writer: Ed Herbstman Director: Derek Cianfrancefirstname.lastname@example.org Music: Stephin Merritt Editor: Gregory Brunkalla/Outpost Digital