Candace Diamond in an iconic shot from Rusty Court.

For 75 Rusty Court, we wanted to cut it REAL FAST in parts, chopping into a long, tracking shot from Greg Weatherall‘s platinumDRONES.

That meant every shot had to be composed clearly enough for the eye to see it, and the brain to register it. We couldn’t afford to go subliminal. That would have been too fast.

Subliminal is ‘one frame’ editing. 1/25th of a second. Coca Cola was infamous for it. The birth of subliminal advertising as we know it dates to 1957 when a market researcher named James Vicary inserted the words “Eat Popcorn” and “Drink Coca-Cola” into a movie. The words appeared for a single frame, allegedly long enough for the subconscious to pick up, but too short for the viewer to be aware of it. The subliminal ads supposedly created an 18.1% increase in Coke sales and a 57.8% increase in popcorn sales.

It was a full day’s shoot, with Candace Diamond “modelling” the home, and freezing her arse off in the pool. The sacrifices we make for art. The timeline followed Candace waking up, making breakfast, taking in the view and followed her until evening.

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Published by Brett Clements