To produce a range of product demonstration videos showcasing the benefit of each product, what makes up each product, why they are better than other on the market and in what situations the different products should be used including in the gym, boxing, rugby etc. The videos want to be exciting, inspiring and look like adverts. Each video should start with an exciting ident (footage montage)
Working closely with Bulk Powders marketing executive we established the style of videos as well as how we could achieve the desired content. There was a lot of information regarding the products themselves therefore coming up with a creative way to get this across whilst still maintaining the viewer’s interest with engaging visuals was key.
Scenarios relevant to the product were established i.e. if the product is for pre- workout we could see the product being made up and consumed before the workout, we then cut to high intensity shots within the gym or another suitable environment. We wanted the shots to be cinematic, using a variety of different angles and focusing on key parts of the body/workout. Each video will deliver the desire for the user…and their motivation, this was shown visually in the type of workout being undertaken. Throughout the videos we have motivational music playing, the music changes depending on the intensity of the footage.
Filming over three days with Bulk Powders, using locations near to there headquarters in Colchester, Essex as well a boxing gym in London. We filmed a variety of shots including running shots, rugby, weightlifting, gym work (core) and boxing. We worked with Bulk Powders marketing executive to arrange the shooting schedule trying to assist with any logistical issue that arose. Our subjects were world champion boxer James Degale, Luke Sumner Wilso, Rachael Owen and Alex.
Filming on the Canon 5D MK111 both on the tripod as well as handheld with a crew of 2 (camera person/ director and producer) we set up LED light panels to help us achieve the desired cinematic effect. For specific shots we utilised our camera stabilizer, this piece of kit allows us to get smooth moving shots.
On the first day we filmed with boxer James Degale. Sean had done a lot of research in terms of the shots he wanted to achieve from this part of the shoot. We had James going through his usual warm up routine (even filming him lacing up his boots), doing pad work and shadow boxing. We filmed with James for around 3 hours, getting a wide variety of shots that we could use in the video and also some extra bits that would go into the ident. Filming with James first set the pace for the rest of the shoot; we had a lot of shots to get of the athletes in different scenarios and a lot of product shots also.
We then filmed with the Wise Monkeys Sevens rugby team, having the team train as normal whilst we filmed around and amongst them for some of the shots. We utilised the stabilizer for a lot of the rugby footage, being able to achieve shots where Sean was right in the action, which really gives the viewer the feeling of being part of the game. This footage was great, really smooth and comes across really well in the video.
Filming at two different types of gyms with Rachael, Alex and Luke we shot a variety of footage including them weightlifting, squats, doing cardio and even handstands! We used a variety of hand held shots as well as being locked off for some. Making sure we got enough coverage of the activities but also showing the product in that environment and having some of the products made up in shot to show how easy it is to use! We did some kitchen shots, showing the variety of ways the products could be used including Rachel making an omelette with Bulk Powders egg whites. We set up some light panels and remained on the tripod for most of this section of the filming.
Our final location was back at the rugby club, filming with two ladies who had brought some equipment with them but they also used what was around them in the environment (including a tractor tyre). We had them running with Sean following on the stabilizer as well as other activities such as using kettle bells. As with every location we had them using the product in shot.
Using a 2:3:5 aspect ratio assisted in creating the cinematic look as well as grading the images a cool blue/ green to give the appropriate feel. As well as music accompanying each video we also have a voice over which delivers information specific to each product. The voice over was written once the team at Bulk Powders had reviewed the edited videos, we were cautious that the scripts should be as concise as possible and worked with the marketing team assisting them in anyway that was needed.
Starting each video with the ident helped to reinforce the brand awareness. All the videos work extremely well in delivering information whilst still been inspiring and engaging.
We decided to work with Twenty Twenty, having been impressed with their portfolio of videos and unique approach to film making. Both Sean and Dawn were a pleasure to work with, going beyond the call of duty during filming, to ensure we got the footage we needed to complete the project to the high standard expected. Twenty Twenty were diligent and professional throughout. We were really pleased with the end product, which made all of the hard work worthwhile. We’ll be sure to work with the team again soon.
Simon Aldous, Digital Marketing Executive