The brief.
Galaxy opened a bakery in Soho, with one catch: the whole shop was about the size of a chocolate bar. Press one of the two bells on the front, Millionaire Crumble or Cinnamon Swirl, and a bar slides out. Kim-Joy did the honours.
Weber Shandwick needed stills and video from the same person. The stills were for the press: at least 70 photos by 7pm on the night, then five edited selects by 8am, ready for Weber's media sell-in. The video was for a vertical social film of 45 seconds to a minute, due the following Monday.
How I shot it.
- One person, two cameras: a Sony A7S III with a 24-70 for video, and a Sony A7 III for stills
- The bakery, the bells and the shopfront
- Kim-Joy and the first visitors at the bells
- Short interviews with visitors, for the film
The press needed clean shots of Kim-Joy with the bars. The film needed the bells, the reactions and a few good interviews. One person can cover both, as long as the day is planned around which moment belongs to which camera.
Stills by breakfast.
The selects were the deadline that mattered, because Weber's team were taking them to the press first thing. I edited overnight, took a few stray objects out of the backgrounds, and had five finished stills with Weber at 06:49, just over an hour early.
The same day, Mars asked for a tidy-up on the bar packaging in one of them. Fixing packaging in a photo taken on a real street is fiddly, but the fixed version went back that day.
The edit.
I cut the film too. The first version went to Weber the day after the event, and the final a week later, after a round of client notes. When the notes came back, I kept the three interviews as they were, because they were the strongest by a long way.
From across the road, a vertical frame couldn't take in the whole shopfront, so I built a pan along the windows instead. The finished film went to Weber with the project rebuilt for Premiere, so their team can re-cut it later without starting again.
The clients were super happy with the final cut.Felicity Wright · Weber Shandwick
