Pizza Co | Cinema Ad
Deliverables:
1 x 30s cinema ad with 7.1 audio mix
3 x social edits in (1x1, 16x9 & 5x4)
30 x stills
Dead Pixel did:
Creative treatment
Casting
Pre-production, site visit & logistics
Set dressing and studio
2 days filming with multi-skilled team
Directing
Editing & grade
Quote of the Shoot:
“We only have 30 pizzas, daisy can you go buy some more please?”
The brief
Following the success of our last Pizza Co ad, we were approached with a new brief to showcase their product range in a fun, family lifestyle ad, only this time round they wanted it to be played on the big screen.
Working collaboratively with original concepts created by Stu Clarke at Fearless Advertising we worked on a directors treatment to help elevate the idea.
Pre-production
Once the concept was nailed, it was onto casting and production. We needed 1 lead and 3 supporting characters to feature as a family shooting both video & stills.
We used our extensive network to source 4 great actors and negotiate their buyouts on behalf of the brand. We worked on the animatics & storyboards alongside the casting process to make sure the shots and timing of the 30s ad all worked seamlessly.
This is also a great way to pin down opinions on music, as it’s so subjective.
Putting our prop oven to work
Production
Once everything was approved it was onto the 2 day production.
We spent the morning in our studio set dressing and pre-lighting the space. In the afternoon we headed into leafy Didsbury to shoot some exterior shots which would be the opening 0:10s of our ad setting the scene of a take away delivery rider cycling around the city.
The following day we were in the studio with the full cast and crew to boot. We had the lifestyle set at one end of the studio and a photography station at the other. We would share talent between each station depending on the particular scene maximising time and assets delivered.
Being a foodie studio meant we could bring out all the custom toys we’ve built over the years. That included a prop oven to place the camera in the thick of the action and some spinning camera rigs to add dynamic movement to the shots.
Post-Production
It was then onto a few weeks of post production pulling toegther the best moments, navigating music changes and a deep grade to make everything look stunning
We partnered with a specialist team to do the full 7.1 audio mix for cinemas and submitted the image sequence to DCM.
Overall it was a brilliant project to be part and first for us getting one of our projects up on the big screen. It’s now running in 100’s of cinemas across the UK.
Behind the scenes with Dead Pixel & Pizza Co
