Coyne’s SVP and Executive Creative Director, Rob Schnapp, championed the project and developed the overall concept for the shoot: “The idea behind the [spot] was to emphasize the importance of play for mental and physical well-being. We wanted to show the real, human, multi-generational truth behind play. So the idea of using blanket forts creates this very relatable, open-ended definition of imaginative play — everyone’s built a fort at some point in their life!”
We took Schnapp’s idea for blanket forts as the Worldwide Headquarters of Play and ran with it, coming up with 5 distinct, themed forts for each of the families to play in. To carry out our artistic direction and design for each fort, we teamed up with
Director of Photography, Matthew Santo — known for his work on HBO’s hit series Girls and SNL — for the production. “[The video] is great! It fulfilled the picture I had in my head and beyond,” said Schnapp.
