ABOUT

THE BRIEF
Graze wanted a warm and friendly direct response TV advert to promote a free trial of its snack-delivery service. The campaign needed to run in both the UK and the US. The UK version of the campaign featured a 30 second commercial, which ran for a month. The US campaign had three different film lengths, adding a 15 and 60 second version to the original 30 second spot.

THE CREATIVE
After working together on the story board we decided on the advert showing a mix of food being prepared in a kitchen and then being enjoyed by people in a variety of active, healthy and aspirational environments.

Our first step was creating a kitchen in the Graze UK offices. There were two reasons we decided to do this rather than kitting out an existing studio. Firstly, it meant the we had control over the look and feel of the set and secondly Graze got to keep the installation for use in any future projects.

We spent three days shooting in the kitchen, using different products for the UK and American adverts due to availability in each market. The final day of shooting was on location, showing the product at desks, picnics and next to people’s gym bags.

Graze wanted a specific feel for the audio of the commercial so we composed and recorded a soundtrack, which embodied the warm and friendly feel the advert was going for. We then had to record a separate voice over for the UK and US versions of the advert.

Throughout the project we managed the Clearcast approval to make sure the ad was cleared for UK television and worked with distribution companies to get it shown on the right channels.

THE SUMMARY
The campaign launched in June below is an overview of what we delivered for the project.

Delivered:
UK:
30 sec TV commercial which ran for one month

US:
15, 30, 60 sec TV commercials which ran for one month.

Work included:
CAD Kitchen set design
Kitchen build
Food styling
Storyboarding the commercial
Filming and editing
Composing a soundtrack
Recording voice overs
To get broadcast approval
Working with distribution companies