The technical specifications were very exacting. Houzz requested the A camera shoot 4K to allow their in-house editors to re-frame in post. We chose a Canon C300 MK II. Since only 1080p was required for the B camera, we used a Canon C100 recording Apple ProRes. The background was to be 100% white to match the look Houzz has chosen for all their interviews with “Houzz Pros” around the world.
For the most recent spot promoting Sargento’s new Snack Bites, producer Jon Messner and Sargento’s ad agency, Oglivy & Mather www.ogilvy.com reached out to Fresh Coast Production Resources for a turnkey solution.
At Fresh Coast, we pride ourselves on our ability to assemble just the right combination of crew, equipment, and production management to meet our client’s needs and expectations. This job was a perfect example.
We chose RDI Stages www.rdimage.com in Milwaukee for the shoot because it would be convenient for the Gentines who would be coming from Sargento’s corporate offices in Plymouth WI. RDI was also spacious enough to accommodate the large broad light sources necessary to match the overcast lighting of the barn.
We were able to source all the equipment, and most of the crew in Milwaukee. Lighting and grip came from Blue Moon Lights www.bluemoonlights.com and DP Mike Gillis www.mikegillisdp.com provided the client-specified Arri 4K camera and lens package. www.arri.com/camera/amira . Gaffer on the shoot was Ryan Brooks. Tim Moder served as swing grip and AC. Tom Beach handled the audio mix, and the makeup artist was Jhousy Leon www.blushmilwaukee.com.
Two non-Milwaukee exceptions were Director Ray Dillman who the agency brought in from New York http://rabbitcontent.com/directors/ray-dillman , and Chicago Stylist Martha Heppler because she had provided wardrobe for previous Sargento spots featuring the Gentines.
As we expected, everyone did a great job. The shoot was quick and painless, and by mid afternoon the footage was on its way to Optimus www.optimus.com in Chicago for post-production.
See the finished TV commercial here: https://www.youtube.com/watch?v=ginlh0ADG2E
To add a little more production value, while still keeping costs low, we employed a green screen technique that would allow us to film the presentation in our studio, and then make it appear that the VP was speaking in an actual corporate office setting. Pretty simple stuff actually, but that extra bit of green screen compositing added a lot of perceived production value for very little additional cost.
We filmed using our Canon Cinema EOS C100 recording to an external Blackmagic Video Assist recorder. The resulting ProRes 422 video keyed perfectly. This is one of our favorite camera solutions for great looking video on a limited budget.
On-camera talent portions were filmed on green-screen with store backgrounds added in post. When combined with in-store footage and graphics, the resulting video provided RainSoft with a highly effective, yet economical training solution.