The Chrysler brand and actress Kathryn Hahn are joining forces once again for the Chrysler Pacifica in a new “Pacifica Mom on Quarantine” social video campaign.
Hahn uses the Chrysler Pacifica as her home away from home (when you can’t go anywhere else) for a pseudo-confessional as she, in her “tell-it-like-it-is” persona, shares her honest and relatable thoughts on what life has been like during quarantine.
Since social distancing practices are the new normal, Chrysler and Hahn had to take a challenging approach during production, said Olivier Francois, FCA chief marketing officer, FCA.
The production took place at a private residence in Los Angeles with occupants away for the duration of the shoot.
The cameras were iPhones equipped with technology for a remote feed. The tech director set small lights and locked the camera or camera framing, then walked away when Hahn came onto "set." He was either a safe distance away or in the video van parked out of frame.
The video technician manager worked with the Chrysler brand team and Doner (in Detroit) via a remote feed, creating a "virtual chat room" and enabling them to see the takes and offer direction or feedback. This allowed Hahn to see and hear the team after her takes via a tablet, and to ensure Hahn, agency and clients approved of the takes.