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BROTHER
Four sewers of all abilities engage in a spirited virtual sewing challenge, showcasing the capabilities of Brother's A-Series sewing machines.
BRIEF
Brother, a global technology leader, once again entrusted us to craft a promotional video, this time showcasing their A-Series sewing machine range. Comprising four machines tailored for users from beginners to advanced sewers, our mission was to spotlight this unique selling point. We aimed to create a dynamic, evergreen video aligned with a people-centric approach, serving as the launch pad for a revamped range of sewing machines.
01 // PRE-PRODUCTION
•Idea Generation & Iteration Script Writing • Storyboard/Shot List • Concept Refinement • Logistics • Casting • Crew Hire • Scouting • Prep
In the pre-production phase, our journey began with a deep dive into these sewing machines. Brother provided spec sheets and a machine for hands-on familiarity. Understanding their functions and distinctive features was essential to infuse authenticity into the video.The initial concept centered around a sewing class, featuring characters of varying skill levels. Evolving into a more dynamic narrative, we introduced a group of friends forming an online sewing community. This modern twist allowed us to emphasise the machines' capacity to foster individuality, loosely following the 'Freytag's Pyramid' framework.
Casting was a pivotal step, as our actors needed to radiate youthful vibrancy, regardless of their age. They needed to embody the video's upbeat, fun tone and exuded a natural, creative essence. A diverse cast was chosen to underscore that these machines were designed for everyone, regardless of background or skill level.To echo the message of individuality, we designed distinct spaces for each character. We transformed a studio at The Photocove in Manchester, thanks to the creative touch of set designer Elizabeth Melinek. Four characters represented different ability levels: The Starter, The Upcycler, The Creative, and The Designer.
• Directed • Produced • Shot on Red
Our focus during shooting was to maintain a brisk pace, advancing the narrative and character development with each shot. This was meticulously directed on set, ensuring fluid movement that would later be perfected in post-production.
Filming unfolded over two days, featuring a dedicated team of sixteen. We employed RED Scarlet-W cameras to capture every nuance with clarity and vibrance. Up-close shots of key machine features were executed using a slider and a probe lens.
• Editing • Voiceover Casting & Recording • Sound Mix & Master • Visual FX • Colour Grade • Music Licensing • Subtitling • Amendments
The commitment to a quick pace persisted in the post-production phase. Our goal was to drive the narrative and individual character arcs within every five-second frame. This not only retained the audience's attention but also condensed the storyline, retaining only essential elements to convey key messages.
'Get Creative' is a testament to our creative journey with Brother, a harmonious blend of technology and artistry. With a vibrant cast, distinctive settings, and meticulous editing, we breathed life into these sewing machines, showcasing their ability to empower individuality and creativity.