Earlyrise Baking Co have been in the bread-baking business for over 100 years. This year, Earlyrise needed a standout brand campaign to support the launch into mainstream supermarkets throughout New South Wales. Earlyrise partnered with marketing company Avenue 85 and Cobox to develop a targeted campaign appealing to new customers and introducing the full breadth of the Earlyrise brands. The first stage was a soft launch TVC campaign released prior to the full campaign, release expected in early 2022.

The first stage soft launch campaign included five commercials, each introducing the Earlyrise product range. Thanks to production design magic, we transformed a tabletop into 5 distinct settings accompanying each product range.

Director Aaron Petersen needed a cost-effective solution that moved away from filming on a tripod, so envisaged a stop-motion and slider approach. Each commercial captured early morning light by using a ‘gobo’ filter from a fixed source to best represent sunlight shining through an open window. The use of a motion-controlled slider allowed the camera to precisely follow the same path while products from the range were removed to later reverse the sequence and create a ‘reveal effect’ of each product as the camera moved across the tabletop.

For our clients first time experience of commercial production, it was unfortunately a remote session (due to the pandemic) however, our innovative remote streaming solution allowed them to be involved at all stages as though they were onset.