That's IT! (2011) — AI Story Visualization

Plot Analysis Summary

A chronological breakdown of the grassroots creation process for the 2011 Estonian tragicomedy.

Story Structure — 4 Plot Phases

Digital Script Genesis

The project initiates with a crowdsourced script written interactively online in early 2011.

Key Events

• Crowdsourced Script Creation — Interactive script development begins online in early 2011. Location: Online Platform

Casting & Preparation

Lead actors are chosen from a television program, followed by set design and location scouting across the country.

Key Events

• Lead Casting Announcement — Main roles selected from the Kinotehas TV show in spring. Location: Kanal 2 Kinotehas Studio
• Set Design & Location Scouting — June and July focus on building sets and finding filming sites. Location: Estonian Locations
• Supporting Cast Selection — Additional actors chosen to complete the film's ensemble cast. Location: Audition Rooms

Principal Photography

The crew travels to 15 different counties in August to capture the core footage with the main cast.

Key Events

• Supporting Cast Selection — Additional actors chosen to complete the film's ensemble cast. Location: Audition Rooms
• 15-County Filming — August principal photography captures footage across diverse regions. Location: 15 Estonian Counties

Post-Production Finale

The final months focus on editing the raw material into a cohesive tragicomedy before the November premiere.

Key Events

• Final Editing & Completion — September and October dedicated to editing raw footage into final cut. Location: Editing Suite

Story Breakdown

• Crowdsourced Scripting — The narrative foundation is built through online interactive collaboration in early 2011.
  • Online Collaboration — Writers and contributors draft the script via digital platforms.
  • Interactive Drafting — Public feedback shapes the final screenplay structure.
• Lead Actor Selection — The two main protagonists are identified through a televised talent search.
  • TV Show Audition — Performers are evaluated on the Kinotehas program.
  • Role Assignment — Märt Koik and Ester Korkiasaari secure the lead parts.
• Set & Location Prep — Physical environments are constructed and natural sites are secured for filming.
  • Set Construction — Dekoratsioonid are built to match the script requirements.
  • County Scouting — Cinematographers locate diverse backdrops across Estonia.
• Supporting Cast Assembly — Secondary characters are cast to complete the ensemble dynamics.
  • Secondary Roles — Additional actors are recruited for smaller parts.
  • Ensemble Building — The full cast is finalized before principal photography.
• Principal Photography — The core filming process takes place across multiple regions in August.
  • 15-County Shoot — The production team travels extensively to capture scenes.
  • Raw Footage Capture — High-volume visual material is recorded for editing.
• Post-Production Finale — The final editing phase transforms raw footage into the completed film.
  • Editing Process — September and October are dedicated to cutting and refining.
  • November Release — The finished tragicomedy premieres in 111 Estonian cinemas.

Directed by

Ilmar Raag, Rasmus Merivoo, René Vilbre

Key Cast

• Märt Koik — Mihkel
• Tõnu Õllek — Rait
• Ester Korkiasaari — Brenda
• Tauri Laane — Sander
• Matti sen Adoma — Ervin