Named for Marcel Proust and his famous questionnaire, Proust.com is a new online site that allows family and friends to capture life stories, thoughts and aspirations with compelling and engaging questions. The company cast a wide net for its launch execution, meeting with ad agencies and other companies to find the right match, among them director Diane Paragas of Civilian Studios.
Fortuitously, Diane Paragas had filmed a documentary about her parents’ lives the year before, and she used the material to illustrate her vision for the Proust.com campaign.
Working with House Casting, Diane interviewed over one hundred people for the campaign. The finalists were filmed in a multi-day shoot with DP wunderkind Khalid Mohtsahab using the small spaces capability of the Canon 5D to transform locations within NY’s SoHo House into richly textured, diverse environments.
