When planning out the project, we initially provided Borna with a handful of video ideas that they could pursue, each with a different focus and theme. Once these were narrowed down to the final idea, we studied and took inspiration from a variety of high-key product commercials (think adverts for yoghurts, milks, smoothies etc) and used these as the foundation for the lighting and set decoration, as well as the characters and activities in our video. We spent a couple of days thoroughly analysing these adverts, making notes and observations along the way – many of which we incorporated in our video (e.g. bright with few off-brand colours).
We wanted to integrate the brand’s colours as often as possible in the video, so paid close attention to set decoration and what the characters were wearing. We spent a day or so in the lead up to production buying props and costumes to ensure everything in the camera frame remained on-brand and consistent.
The characters (their costumes, activities, appearance etc) were carefully crafted in the initial pre-production stages. Each was given a short description outlining the above characteristics, which we used when searching for actors/actresses online.
For example, for the young female character ‘Morgan’, we outlined: