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21 October 2020

Going the Distance

by Syd Briscoe

Bud Light: “Cardboard Fan” - 2 mins

Resuming live sport has been understandably contentious as of late, with some teams choosing to go the uncanny valley route and fill their stands with socially-distant cardboard cutouts in place of fans. This rather charming commercial for Bud Light breathes a little life into such static supporters, as it follows one paper bloke on a quest for refreshment.

Director David Shane manages to bring a surprising amount of personality to what's essentially a slightly sheepish looking photograph with legs. Excellent sound design does much of the emotional heavy lifting, with orchestral trills narrating the cutout's journey into the unknown as he traverses stairs, alleys, and even the gutter along the way.

This film is a great example of how whimsy can work alongside the seemingly never-ending list of ways everyday life has changed due to the pandemic - possibly for good. It also provides a look at how the process of filmmaking might shake out under Covid-19: replacing your actors with cardboard seems mighty appealing right about now, after all.

Film Production: O Positive Ⓟ Ⓦ
Director: David Shane Ⓟ Ⓦ
Executive Producer: Jessica Griffeth / Marc Grill / Ralph Laucella / Sila Soyer
Cinematographer: Stuart Dryburgh
VFX: The Mill Ⓟ Ⓦ

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