Situation:

ZEISS Vision Care & Medical Technology asked to create its first ever B2C communication.

Brief:

Client wanted to make a tangible, inspirational, poetic, powerful POV-film in which what is seen and the emotions associated with it are the

center of everything. And while the audience almost doesn’t see the protagonist, it was supposed to empathise with what she/he feels.

Objectives:

Showing an individual‘s life/world while ensuring the entire world feels addressed by it.

The story of this film, its atmosphere, the meticolous way of making it stems entirely from the director’s mind. A cradle-to-the-grave told in POV has been done before. But what in a lifespan deserves our attention? The director chose to frame individual lives through the lens of awe, to show how wonder propels us forward. Whether the scenes the director invented are charged with a positive or negative valence, they'll always focus on these moments of pure connection to our livelihoods. For the director its in the mundane moments that curiosity and wonder reveal themselves. By finding the extraordinary in the everyday, the director taps into the magic of life's mysteries. Moments where there is no why; there just is.