ひと言
Brief: a brand film with two hundred faces and no protagonist. Every shot a grid, every grid a crowd, every crowd one gesture. References: Disdéri's mosaics, Bellows' crowd, Redon's eyes. Sixty seconds, one location, one day.
Everyone, at once, in a grid. What if the campaign had no hero at all?
The crowd is the subject. What if we cast two hundred people and no one?
The hero shot is a habit, not a rule. What if the crowd is the product? What if the grid is the face? Ask it in every brief; it's right one time in five, and that time is the good one.
Before the line, before the look: what is the one gesture? A hand on an eye. A coat pulled closed. If the campaign can't be described as a gesture, it's a slogan with pictures.
Open question: which brand is brave enough. Probably a cultural institution, not a product.