Can you create a conversation before it ever happens?

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In 2021, our content team at Cossette was tapped to create three short films for Holt Renfrew’s Fall campaign featuring a trio of notable Canadians—Ludi Lin, Devery Jacobs, and Karena Evans.

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I was tasked with managing the voiceover scripts, which were to be conversations between the three talent. But here's the twist: everyone's voiceover would need to be recorded before they ever met.

 

First, I wrote questions for director Theo Gibson to ask each talent in one-on-one video interviews. Next, I edited transcripts of their answers into scripts that sounded like smooth, flowing conversations, despite the fact that they took place at different times.

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Quotes from these scripts were used as window decals on the Holt Renfrew flagship store on Bloor Street.