Charles Schwab set out to uncover the power of questions. Specifically, the investment company wanted to explore psychologist Arthur Aron’s theory that intimacy between two strangers could be accelerated through a set of 36 specific questions.
Schwab asked its advertising agency, Mekanism, to find a production partner to cast, shoot, and edit a series of videos.
The goal was to find “regular” people who didn’t know each other, put them in a room with the questions, and roll the cameras. The auditions to find two sets of people who were comfortable in front of a camera and interesting and thoughtful in their answers was challenging. We worked with Lori Laube at AE Casting throughout the talent search and auditions with Mekanism’s creative director and creative leads making the final selections.
Then we scouted and found locations, hired the crew, provided the director of photography and camera operators, shot and edited the project.
Post production was conducted at Atomic’s facilities using the Adobe Creative suite with finishing on the Autodesk Smoke System.
“36 Questions that Lead to Love”