Earlyrise Baking Co.
Soft Launch Campaign
Our challenge was to establish a modernised approach mixed with the sense of tradition and avoid falling victim to cliché tropes frequently associated with bread commercials. Our concept needed to be fresh, innovative, and unique.
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.
Who knows what’s to come with the full brand campaign release in early 2022. We can assure you, the Earlyrise Baking Co range tastes amazing and is definitely here to stay.