While in pre-production for the Jackson Brand Anthem video, Digital Alliance was also hired on to produce a video series to promote each of Jackson’s new face-shields and eye protection products.
When first sitting down to assess the project scope, we knew had an opportunity to shake things up and put a unique creative perspective on this type of video.
The success of this shoot was due in large part to the magnificent location. The textured interior and abundance of natural light allowed us to achieve near-360° shots, and the raised platforms provided good spots for hiding supplemental lighting.
These were VFX-heavy videos that had to be put together on a tight deadline, so we needed to remove pressure from post-production where we could. I put a lot of work into matching our A cam (RED Dragon) and B cam (Sony A7RIII) by creating customized color profiles in camera. This worked even better than I thought it would! It gave us a huge head-start on the color correction process and let post production focus in on the VFX and motion graphics.
DIRECTOR OF PHOTOGRAPHY
I had been on a couple tabletop Food shoots with our cinematographers and learned firsthand the importance of pairing the “right” surface and the “right” dressing for those surfaces. So I kind of borrowed from that approach and supplemented food with industrial subject matter. Our producers did a great job sourcing scrap metal and materials I could combine day-of. That was sort of its own “setup”, and around that setup would be these other “lifestyle / application” setups where the safety gear would be worn while a model would demonstrate an industrial tool being used.
I wanted these to “cut through the noise” of typical lower-budget product videos, and drew some inspiration from other speed ramp videos to conceive the opening shot for each video. The client (Surewerx) wanted something "edgy" to juxtapose the Brand Anthem piece. It was a bit of a leap of faith to try what I presented, but I think presenting products like that in a novel way paid off. Bobby crushed it with the gimbal.
It was a logistics challenge to arrange for actors and real welding / torching / cutting sparks to be strewn about. I really did not want to chance training our models with something like that, so we staged our electrician out of frame and had a much safer experience.
The location we rented was so ideal for a "station-based" approach for all 5 of the videos. Much was pre-conceived, but there was a bit of adjusting on the fly too.
Duel-tracking projects is an undeniable challenge that requires the right amount of man-power, resources, and creative flexibility. We knew that the Product Videos needed to feel cohesive with the Brand Anthem, while also sharing their own creative identity and visual energy.
What transpired was the clear proof that "product videos" don't have to be stale or overtly "salesy". With the right creative approach to production, they can be unique, cinematic, and exciting.
Line Producer: Andrew McArthur
1st Assistant Camera / Gaffer: Shane Dresch
Audio Engineer: Danny Delaney
Production Manager: Andrew McArthur
Editor / Colorist: Ana Christian
Audio Engineer: Danny Delaney