We thought a lot about the before and after, almost problem/solution format. Where we see the influencer and then cut to see a follower or followers doing it differently. And we decided on doing just that, because it was the simply the dumbest way to do it.

In shooting this, we wanted the influencer part to always have this very formal composed story telling (and we used a steadicam for that), with very little to almost no cuts. Where as we wanted the follower bit to be the complete opposite of that, very informal, hand held, shaky as well as choppy. So we hold on and go slow while watching the influencers and then let all hell break loose on the followers. The whole campaign is about letting go isn’t it?