Milk Means More
Seize the Day
Director — Daniel Kinney
Agency — S/B Strategic Marketing
Editor — Daniel Kinney
DP — Jordan Post
Audio — Dustin Harmon
Mix — Dan Geocaris
Casting — Jenna Wilcox
Creative Director — Emily Shea
We made a 2 day shoot happen in 1, providing more content for the client at a cheaper price and it made the whole project better! Here’s how we did it.
The concept was simple enough, 4 spots with 4 total locations with 4 setups at each location and talent in every single shot. That’s 16 setups across 4 locations.
Hustle. Sure… maybe? But setup & tear down from each location would have eaten half the day. And performances would have been continuously rushed. Allowing for only 1 or 2 takes and a few moments for reactions. Overtime would have been inevitable. That’s a no-go.
Green screen. Actually, sure. But composites end up with an identifiable flatness across everything and dynamic lighting always causes problems. Plus there are limits on hairstyles & wardrobe. Let’s think of a better solution.
Here’s what we did. DP Jordan Post spent half a day shooting background plates at all of our potential locations, then, in studio, we projected each background behind our talent. This allowed us to do everything in 1 location. We were able to adjust our lighting & composition for each shot in camera. Then, to top it all off we added props between our talent and the background.
For the edit we captured a full 360 view at each location so that we could ‘paint’ additional information into each transition. The result is an effect that’s nearly indistinguishable from shooting on location.