We received the”Inimă de piatră” campaign through Circles Colab Agency (Andreea Sandu, Delia Arghir-Pigulea, Arpad Rezi, Sebastian Olar) and it was the first time Parcfilm worked with Habitat for Humanity.
That is how we found out the cool projects that Habitat have, and how much good they’ve done over the years in Romania and all around the world.
The campaign started with a challenge as big as a house—literally: how do we create a gigantic stone heart that can be transported onto a film set, that looks like stone but isn’t actually stone, and that, when filmed up close, appears to be real stone, so that real fragments break off when hit with a sledgehammer?
The solution went through many stages before reaching the final version: a patinated plaster heart crafted by Florin Holban’s props team. And for the close-up shots, we had a real stone block weighing over 200 kg, which was filmed with extensive protection for the camera and lenses to avoid disasters.
The construction of the heart took more than a week, going through all the stages of refining and patination (aging).
Andreea Păduraru directed the spot beautifully and calmly, with cinematography by Vlad Aniței. The spot was filmed at the Videolink studio, which had probably never seen so much stone in one place before.
The music was custom-made by our friends from Global Records, and the audio mix in the workshop of Start Rec, while the video editing and color grading were done at the Parcfilm post-production studio, skillfully led by Ilinca Nanoveanu.
Here’s a brief behind-the-scenes vibe from the filming of the Stone Heart spot:
