A TV commercial for the play Bruden som visste för lite, starring Swedish actress Pernilla Wahlgren.
When I was writing the script, the production company and film agency I worked for got a call from the client, saying that the other two leading actors for the play – Peter Magnusson and Martin Björk – could not make it to the recording, so we had to shoot the whole ad with only Pernilla, or cancel.
Improvise. With these current conditions (and an extremely tight budget), I had to reconsider the strategy. First, from here it became clear that it could not be a dialogue-based commercial. Next, to stand out and rise above all the noise, I wrote a new script that focused on portraying the play as a modern cultural experience filled with movement and sensation in order to appeal not only to usual theatre audiences, but also to find new and younger audiences.
Rodrigo Ferrada Stoehrel.