Reserving the entire runtime of 60 seconds to be a oner— This gives us something completely unique to the experience we are showing on screen, shot from the unique perspective: the bottom of the stairs facing up. An angle you only get with climbing stairs in a wheelchair backwards. This approach allows us to experiment in form by integrating our length and buy directly into the concept for the spot itself.

Starting the spot extremely tight and slooooowly zooming out the entire length of the spot until you end on a wide showing the full set of stairs and our subject 3/4 the way up. This immediatly ties us emotionally to the plight of our hero, while not giving away everything completely off the top. We create interest in the viewer, enough that it allows us to slowly reveal the scenario through the length of the full runtime. 

Contextualizing our story and spot with tasteful and minimal supers— Bread-crumbing the concept, story, and cause through the full 60 seconds. This gives us the most flexibility in testing and experimenting with supers without having to commit significant changes to the shooting approach in pre-production.

We keep our production simple, no frills, and grab this all in one take— This lets us leave room for cut downs by holding on our first frame and last frame so you can simply cut from the closeup to the wide for the 15s, but keeps our shooting approach singular on the day.