Park Pictures director Tom Tagholm turns a real British family’s lives into a reality show for two weeks to craft a whole new take on the “real people” genre for TalkTalk TV, out of CHI & Partners. The campaign tells family stories in a series of :30 second spots, from “Teaching Aunt Julie It Matters,” where a well-meaning niece helps Aunt Julie navigate a tablet, to “TV Dinners They Matter,” where eating dinner proves no small feat around the curious (and hungry) family pet.
To promote the message that living-room fireside chats, breakfast table talks and phone calls of distress from one’s bed are the moments that matter, Tagholm selected a family of actual TalkTalk customers and installed 16 cameras in their home, filming for two weeks to acclimate the family to the filming lifestyle and enhance the candid moments behind closed doors. The taping duration is unprecedented in the commercial sector, as was the unique casting process: Tagholm spent three months perusing email applications from potential families, whittling his options down to ten families before finally making his selection. His attention to detail comes as no surprise, as Tagholm made has made a name for himself in the commercial industry helming award-winning spots like Channel 4 Paralympics’ “Meet the Superhumans,” which picked up a D&AD Black & Gold Pencils and Cannes Lions Grand Prix award, among others.
The “This Stuff Matters” campaign was additionally selected as Campaign Magazine’s Pick of the Week for October 17-21.
About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and acclaimed filmmaker/cinematographer Lance Acord, Bicoastal/London-based Park Pictures has an auspicious track record of discovering and mentoring new talent in both the commercial and film spheres, and infusing all projects with big screen production values. Park Pictures has forged strong partnerships with agencies, studios and clients worldwide by engaging all members of its team in creative problem solving.
Park Pictures has earned the highest accolades for their international work, including an Oscar, an Emmy, and 18 Cannes Lions. Lance Acord has earned three DGA nominations for his commercial work and newly-signed directing duo The Mercadantes received a 2015 DGA nomination. Known for their story-driven film work, Park Pictures has been selected for Creativity’s “Production Company A-List” for nearly ten consecutive years. In 2015, co-founder Jacqueline Kelman Bisbee was selected for the 2015 Cannes Lions Film Craft jury and Advertising Age’s prestigious ‘Women to Watch’ honor.
Park Pictures’ feature division, headed by Producer Sam Bisbee, Jacqueline Kelman Bisbee and Lance Acord, has produced five features, all of which were selected for the Sundance Film Festival. In 2010, Park Pictures won an Academy Award for the company’s first narrative film, live-action short “The New Tenants,” starring Vincent D’Onofrio.