SEAT: Why Not Now
SEAT introduced the Tarraco in the Netherlands and decided not to run the international launch film. Under the line Why Not Now, the brand made a different argument: the dream you keep moving to next year is exactly the one you should start this week.
Three Dutch people, no actors, no script. Gert-Jan, Peter and Ineke had each already made the leap the campaign was asking viewers to consider. We found the story inside their lives and built three short documentaries around it, for online video, social and cinema.
Branded content only works when the brand can afford to stay quiet. So it did.
Director Tessa Pope shot the three portraits with a documentary crew and a cinematic eye: handheld where the scene needed air, composed where it needed to land. In every film we stayed close to the main character, in their kitchen, on their route, in their hesitation, and let the Tarraco do what it actually does in their lives, which is carry them there.
The result reads as three short films rather than three commercials. Wolfstreet ran production and post-production: shoot, edit, grade, sound design and every cutdown the media plan asked for. That combination, a production house with its own post floor, is why the tone survives all the way from the first take to the final delivery.
