Overview
Evogro, is a UK based horticultural technology company that designs, develops and manufactures indoor plant growing systems for chefs. As a long term client Evogro, approached us with their digital brief as a consequence of new cabinet product development. The fresh digital visual content was to be used on their new website, social platforms and other marketing and PR material.
Brief
The digital visual content Evogro required was for a video and product stills. Evogro have some of the UK’s leading professional chefs and bartenders working across the hospitality sector as customers. These customers demand the highest standards and service, so therefore, all content needed to display the fantastic design and modern beauty of their newly designed cabinets, featuring lush crops in their prime growing state.
Production
It was imperative that the timing of the shoot had to coincide with the crops that had been pre-grown as they had to be at the right stage of development to optimise the end result in terms of video and photography.
In the past the filming of the cabinets had been carried out on location. This time it was felt that an increased controlled environment was needed to optimise the shoot outcome. We hired a Kent studio, so as not to be too far away from Evogro’s offices and where the crops had been cultivated. The cabinets and crops were delivered to the location on the same day of the shoot. Once in the studio the crew (3) had to effectively build a black box around a cabinet with enough space to add lighting and the camera. In addition to reduce unnecessary reflection and to allow for overlapping in the filming.
The entire project was shot on a Canon C300 which was mounted on a Syrp automated slider which allowed us to film sequences repeatedly and with accuracy at any angle. LED lights with a small amount of diffusion were used to create a contrast and quality that created a dynamic feel.
The challenge of working with highly reflective surfaces was challenging and had to be managed in such a way for the reflections to work aesthetically. The decision was to light the cabinets in a portable way so that the lighting could be constantly moved around to achieve required results. The editing involved using footage and text which was provided and used in a stylish and modern way.
Outcome
Our client is pleased with the results and has allowed them to use footage extensively within the new Evogro website. Clips have also been used for social media activity. The intention will be for Evogro to generate awareness and conversions of these newly designed cabinets.