Ambrosia: YouTube Pre-roll Commercial

Client: Premier Foods Group PLC

Project: No Reservation Needed

Location: Cheshire

Deliverables:

20s Youtube Pre-roll advert
Behind-the-scenes video edits
10+ 4K screengrabs
50+ Hi-resRe behind-the-scenes images

Dead Pixel did:

Storyboards / Scriptwriting
Set design & lighting
Filming (inc. high-speed super slow motion)
Directing / producing
Food styling & propping
Editing
Voiceover
Motion graphics

Quote of the Shoot:

“Custard… on fruit?
Who knew."

Brief

As part of a strategic data-driven campaign, Premier Foods tasked us with executing their ‘No Reservation Needed’ brief to make a series of ‘food porn’ inspired 20s YouTube pre-roll advert aimed at food enthusiasts. The ads would be published as part of a UK-wide media plan. One of the first concepts was Fruit and Granola, Ambrosia Style.

Pre-Production

Tasked with adding our creative flair and managing the whole process, we started by utilising statistics from a previous campaign to dictate our direction. We produced a collection of storyboards and voice over scripts, playing to our specialist skills and including technically difficult shots that would grab attention in the first 5 seconds (avoiding the skip button).

Once approved, we put together a refined shot list whilst sourcing talent and locations. We also planned and sourced all of the props, ingredients and additional equipment (e.g. fish tank) needed to bring the idea to life.

Production

We sourced a beautiful home with a white marble kitchen island to be used as our set, giving depth and realism that a studio just wouldn’t have allowed (without a complicated build).

We filmed two ads for Ambrosia across one well-structured day. To capture the video footage, we used a combination of the RED Gemini 5K and the Phantom VEO for the super slow motion content. Each camera setup required different lighting and an experienced team to rig and operate. All content was captured by both our in-house DOP and Director.

We wanted to give the audience a mix of unique perspectives across each ad, so chose to shoot a lot of close up macro details and POV angles. We styled each shot using a selection of our own props collection, along with some more bespoke items sourced specifically for this shoot.

Behind the scenes with Dead Pixel and Ambrosia

Post-Production

Our in house team took care of the edit from start to finish, including grading and graphics.

This included managing the workflow with our voice over artist who recorded all of her sections in a home recording studio.

We worked closely with the Premier Foods brand team to ensure that all creative decisions such as pace, soundtrack and colours, adhered to the strict Ambrosia brand guidelines.

The adverts was run as part of a wider campaign operated by Dentsu who, through strategic media spending, amassed almost 3 million views in 4 weeks.