Fresh Express: Introducing Artisanal Salad Blends

Solution: As commercial clients migrate their content from TV broadcast to on-line video assets the restrictions on those assets loosen. Access Communications VP Danielle Brincko contacted us to create a short informational video to be embedded in a MNR (Media News Release) for the launch of a new Fresh Express product; Artisanal Salad Mixes. She wanted something engaging with “real” informational content so that food blogs and other food related online properties would carry the video. The concept was to have Fresh Express Salad Artisan Dean Fahselt describe the lettuce verities in the new product. Originally planned to be shot initially in the Fresh Express test kitchen I suggested to utilize the incredible setting of the Salinas Valley and shoot exterior shots of where this salad is grown. Danielle took that suggestion a step further and decided that we should shoot the entire segment in the Fresh Express test plot. Check out the directors notes below to see why in the final video we use both locations.

Director’s Notes: “We shot this video in a single day on location in Salinas California. As often happens in production work the day started early with the crew meeting at the Corduroy Media studio at 7am to load equipment and get on the road. After picking up additional equipment at Aurther Freyer Lighting and again in Salinas we meet the client and headed out into the test plot to set up. When we arrived it became apparent by the 8 inches of mud that the field had been watered the night before against the clients instructions. No matter, we adjusted got the generators fired up, screens in place, audio and camera rolling and the wind began to howl. I mean really cook… Like northern California coastal wind… We proceeded… After the background screen being blown over twice and concerns about audio distortion I decided we needed to move indoors to the test kitchen. By 4:30 we were up and rolling in the test kitchen re-shot everything for safety along with a new line in the script “I would like to invite you into our test kitchen…” The result; a better video, we were able to use footage from both locations and get some great shots of the lettuce in the ground and in the bag. Back to the studio by 9pm that night with gear and crew covered in mud and a great little show in the can.” – Carl D. Brown

 

Video Credits
Danielle Brincko: Executive Producer
Carl D. Brown: Producer, Director, Camera Operator, Editor
Sean Donnelley: Second Camera, Camera Assistant
Hiawatha Blake: Production Assistant