When Spin Master asked Gearshift to develop a concept for a top secret new toy called Hatchimals, we may have had an inkling that they were on to something special with an interactive toy that really hatches from an egg. Little did we know it would become a world-wide phenomenon of the likes we haven’t seen in a decade. Sold out everywhere, Hatchimals have become the “it” toy of the year and our pitch was simple, to document the experience of a Hatchimal hatching in front of your eyes. In the high stakes world of big toy releases, this was going to be an unorthodox approach. We proposed creating an action list instead of a storyboard. This broke out our desired objectives into beats so we could improvise them in scenes throughout our shoot day.
We lit our set in a way that was unobtrusive and kept our cameras at distance using long lenses so that director Jordan Barker could give his actors room to forget they were being filmed on a film set. We opted for realism over rehearsed perfection and have to give a huge shout out to DP Martin Wajtunik and his team as well as Spin Master for trusting us with this unorthodox approach to shooting a series of TV spots.