Matthew C. Kennedy

Director I Cinematographer I Editor

Salvation Army Soup Out of Reach

Camera Operator: Matthew C. Kennedy


Director of Photography: Dylan Macleod


“The Army’s 30-second Christmas commercial drives home the point that for some, many of life’s basic necessities are out of reach.

The spot was shot during regular business hours where an entire soup aisle was emptied, but for a few cans that were strategically placed on the top shelves. Then, unbeknownst to shoppers, their reactions were filmed.

The goal was to demonstrate to the public how difficult it can be to obtain necessities such as food, shelter and clothing.”