The Send Trend is a short film made by the Greeting Card Association to remind everyone about the joy of receiving a card.
The greeting card community of designers, publishers, retailers and others such as the Royal Mail are coming together to remind everyone to ‘Send a card, deliver a smile’ during Thinking of You Week 2021, by sharing this film on social media across the country and beyond.
Watch and smile!
The film was made by GCA Members Lanther Black. Producer (and actor!) Dominique explained “The film took us about a week to shoot and we enlisted some friends to help, including a real-life criminal barrister!! The biggest challenges were keeping the pace and energy going without overwhelming the viewer and also writing out hundreds of addresses on the envelopes in different pens and handwriting styles (even though you can barely see them in the finished film!!).
After chatting with the GCA, we all loved the idea of ‘send it forward’: repaying the happy feeling of receiving a greeting card to someone new, and so the ‘send trend’ was born. We wanted to make something snappy and upbeat, with a lot of movement, similar to the style of ‘Choose Life’ from Trainspotting or Edgar Wright’s ‘Hot Fuzz’. We started by writing the poem and then storyboarded as many shots as we could think of to help us achieve that ‘quick cut’ style.
“Finding enough pens to fill the drawer was less of a challenge because you’re unlikely to find a greeting card publisher that doesn’t have a healthy addiction to stationery! ” continued Dominique.