Smith's French Onion Dip TV Spot Case Study
Client: Innis Maggiore/Smith's / Industry: Corporate / Completed: February 2024 / Location: Akron, OH
Overview
Smith's, a renowned brand known for its delectable chip dips, Innis Maggiore and Pritt Entertainment Group (PEG) collaborated to create a clean, modern broadcast commercial highlighting one of their signature products. The project required following a client-provided script and graphics, while allowing PEG the creative freedom to develop a shot list and execute the vision.
OBJECTIVES/REQUIREMENTS
OBJECTIVES:
- Produce a high-quality commercial showcasing Smith’s Chip Dip that was ready for broadcast.
REQUIREMENTS:
- Work within the client’s script, visuals and style guidelines.
- Ensure the video style is contemporary and visually appealing.
DISCOVERY/CONCEPTING
Understanding the Client
Having previously collaborated on studio-based food shoots, PEG had a strong, pre-existing working relationship with both Innis Maggiore and Smith’s. This familiarity ensured a high comfort level that helped in the project's early stages. Innis had a clear vision for the commercial and provided our team with a detailed script.
Pre-Work and Research
To prepare for the project, PEG reviewed similar food shoots for inspiration and determined the shots that would be needed. We scouted a new studio space to ensure it met key requirements such as ceiling height for a top-down camera rig, ample food prep space and suitable viewing areas for client representatives.
The team also used the prep time to address the importance of accurate brand colors as backgrounds by using hex codes provided by the client to order rolls of matte paper in shades of yellow, green, white and blue.
COORDINATING/STORYBOARDING
Storyboarding and Prop Coordination
PEG created basic hand-drawn storyboards on a whiteboard to outline table and food layouts. From these sketches, we worked with a food artist to create a list of all items needed and ensured that any necessary props were collected. One of the significant challenges was finding specific flatware and serving placements that matched the vision for the spot.
Testing, Testing
Preliminary tests with green screen gloves and spoons were conducted in PEG’s studio to perfect the shot that would become an “apostrophe” scooping up dip. This provided a solid proof-of-concept and helped ensure a smooth execution during filming and efficiency in post-production.
SHOOTS
The shoot’s gear list included a Sony a7S III mirrorless camera with 24-70mm, 70-200mm, and 85mm Prime Lensing. Aputure 600ds with Light Dome 150s were used for a diffused, friendly lighting plan. One camera was set up on a tripod for more traditional shots, and a top-down camera rig was setup to capture an overhead angle.
The studio space was separated into a few different areas to keep things efficient and on-schedule throughout the day. The first space was used as a food prep area, the second was for the actual shooting and a third area was arranged as a viewing space for the client and other project stakeholders.
Having the client on-site to view the footage and react in real time allowed our team to be agile and adapt to feedback quickly.
On-Site Food Preparation
Working with food on a shoot always takes careful planning. Having a food stylist is important to not only help with the preparation of various food items, each requiring different cooking methods and timelines, but also to ensure the food looks accurate and appetizing. The team worked closely with a food artist to ensure everything looked perfect on camera. The artist worked closely with our team, and the client, to ensure that each piece of food achieved the desired level of visual appeal.
One challenge on set was the colorful table backdrops were made of construction paper that would easily show imperfections from water, oil or other food elements. We made sure to have a separate table prep station for food to be styled away from the main area. The team used gaff tape to hold down the paper and ensure a smooth, stable, wrinkle-free surface.
VIDEO CREATION
Editing Process
The editing process involved using Adobe Premiere Pro for initial editing, After Effects for visual effects and Davinci Resolve for color grading. Collaboration between editors and the client ensured brand colors remained accurate and the food appeared even more enticing.
Making the “apostrophe” appear to dip itself like a chip required some tricky visual effects, but these were successfully executed due to prior testing our team had performed in PEG’s studio.
Client Collaboration
Innis Maggiore team members participated in an in-office edit session, facilitating immediate feedback and efficient revisions. This collaborative approach allowed the project to be completed inside a tight timeline while ensuring the final product met the client's expectations.
THE RESULTS
The client was very happy with the final commercial, praising our ability to deliver a high-quality product within a quick turnaround.
PEG’s thorough pre-planning and effective execution resulted in a smooth production process and an impressive final commercial that met all objectives and requirements. The team’s ability to work with the direction provided and produce a great final result showcases our expertise and commitment to delivering high-quality work.
