"Possible Lives Here"

1 October 2025

2 mins 45s

Swooping around.

As the name suggests, President's Choice is a superior line of products, and this kinetic piece of advertising from Henry Scholfield conveys that idea with every swoop of the camera. And there are a lot of swoops. Schofield has been given a large canvas for this idea and he has populated it with a non-stop cavalcade of in-camera trickery that both gains and holds your attention.

Production designer Mark Connell deserves a special mention for his incredible work building an array of outstanding sets, and Scholfield and his cinematographer Pat Aldinger have found ways to accentuate its cleverness by having the camera in almost constant motion in a dazzling series of one-shot sequences.

The resulting film is luxuriant, and this idea is extended to the brand, offering a persuasive idea of high quality to punters who will know which products to reach for when they want to spoil themselves... and that must be exactly what's on the brief.

Canada

Household General