Laura Ashley - Sasha / spec - (2010) (UK)

The concept behind the acclaimed spec spot Sasha was a daring one: capture in less than two minutes the imaginative and mischievous life of one joyful little girl. LA-based jumP Editor Nick Lofting sifted through several hours of footage to gather a few key moments, expressions, bits of dialogue, and impishness, transforming what could have been a short sketch into a deep, gentle narrative that leaves viewers feeling both connected with Sasha and inspired to imagine the rest of her life.

So, how does one go about illustrating the inner life of an unusually creative child? Working with @radical.media Director Brett Froomer - whose notable career is highlighted by memorable commercial campaigns for brands such as Citgo, US Army, Kodak, Prudential and PDFA as well as five successful personal studies, Lofting pored over hours of play and interviews with Sasha, her parents, and her two sisters.

"Sitting with Brett, going through the diverse footage, I was struck by the contradictions of Sasha as described by her family," Lofting said. "The magical moment where it all fell into place was when I saw her say, 'My name is Sasha,' and then, 'I am Sasha,' first with all the mischief one could imagine and then with a restful innocence. How I edited the spot was inspired by that - by the depth of her imagination, and her joy in expressing all of her sides, including contradictory ones."

Lofting's seamless editing resulted in a lucid, endearing, and deeply imagined picture of Sasha's life, one that inspires viewers to celebrate their own imagination and creativity. Froomer and Lofting paired the finished film with lifestyle brand Laura Ashley and added a tagline inspired by Sasha: "Be the girl you want to be."

The 1:35 piece was a finalist in the Spec Spot category for the 2010 AICE Awards Show and made the shortlist for the 2010 AICP Show. The AICP honorees will be announced on June 8 at New York's Museum of Modern Art.

Production Co: @radical.media
Director: Brett Froomer
EP: Jim Bouvet

Editorial Co: jumP
Editor/Artist: Nick Lofting
EP: Dee Tagert

Telecine: Lightpress
Colorist: Eric Rosen
Sound Design: Lime
Sound Designer: Mark Meyuhas
On-line: Nick Lofting
Music: Regina Spektor