Expedia’s newest campaign, ‘Never Give Up On Going’, illuminates how the popular travel service helps would-be voyagers overcome real-life barriers to embark on emotional journeys to discover meaningful travel experiences. Known for her ability to evoke authentic, everyday intimacy with her performers while capturing it all with dynamic camera work, Love Song director Justyna Obasi delivers the touching film ‘Wisdom & Obi’ as part of this series.
Following a father and young son, the piece match-cuts the child’s hands running over a common beige carpet as he imagines the feeling of sand on the sunny beaches of Jamaica, his father’s childhood home. Inspired to show his son the place where he grew up, the boy’s father utilizes Expedia to make this goal a reality. The spot ends with the family in Jamaica creating new memories, experiencing what, before that moment, had only been a dream.
The film strikes a personal note for Justyna: “It took me back almost thirty years ago when my mother decided to finally show me Nigeria. This is me; this is a familiar feeling.” Leading with empathy, the camera follows the characters as they grow, move through the story, and reveal more about themselves. Obasi speaks to the need for ‘Wisdom & Obi’ to unfold organically, adding, “If we are not authentic enough, then we risk a cliché. These characters are not clichés.” Featuring believable characters and quotidian, humble design, Obasi’s naturalistic casting and production design choices drive home the emotional truth of the ad with ease.
Kelly Bayett, Love Song’s co-founder, says of ‘Wisdom & Obi’: “Justyna can do just about anything, but what I love most about her work is how she can distill an everyday feeling into such powerful images. Her work is incredibly immersive and entrancing; what she’s done with Expedia is a prime example of what she does best. We’re all very proud of this film.”
Emmy-nominated director Justyna Obasi studied as a visual artist before training to direct actors at the renowned National Film and Television School in Beaconsfield, UK. She has directed commercials for Adidas, Google, and Meta, as well as many music videos and narrative films.
Head of Production
Categories: Services, Travel
Thu, 20 Apr 2023 09:22:52 GMT