ETC – 21 YEARS LATER, FAMILY TRADITIONS CONTINUE

ETC

A boy’s question about ETC’s birthday gets three generations talking. His grandparents have shopped here since the beginning; now his dad pushes the cart, and he’s already planning future visits with his own children. ETC’s brief was to mark its 21st anniversary through that connection between generations.

zeropozitive developed the concept and dialogue, then handled casting, location planning, direction, filming and lighting. Through editing, colour grading and sound, the small jokes and the cart passing from father to son became a family story told in one shopping trip.

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