The client requested an elegant but inexpensive-to-produce spot. It was to be targeted toward an affluent and likely-to-donate audience.
Budget restraints led to a solution that deviated from the photographic or overly graphics-intensive approach. Type explorations, presented as sequenced boards, were used to select a final method. A wine bottle and crystal glass, tastefully composed by typography and rendered in a 3-D space, are the building blocks for the spot. Sexy camera work slowly examines details of the objects, as a glass of type is poured, presenting the message of the spot. The type used was selected for its readability and classical elegance.
The PSA was shown on local television. The gala that the spot promoted was a success, and raised awareness and funds for the Boys & Girls Clubs.