Last year we were approached by Halls’ Garden Centre about production of three TV Commercials for their online storeGardensite.co.uk. They asked us to create some modern, stylish commercials that would really stand out from their competitors’ commercials, showcase their ever-changing offers and highlight the ease of purchasing online.
Our team of copywriters came up with a selection of concepts, and once everyone was happy with the final creative we began preparing for the shoot!We sourced a gorgeous location to film in, and luckily (despite being shot in November!) the weather held out for us! We filmed using the Arri Amira, which has a wide dynamic range and allowed us to record more detail in highlights and shadows. The camera sensor processes footage with a cinematic quality that complements skin tones and adds a more realistic, natural feel to the footage.
To show the convenience of shopping online, we created an interesting transition between the digital world and the real-world environment of the garden; the visual ‘swipe’ effect by which the lady changes the products in her garden through the window mimics the swipe effect of a touch screen.
We decided to utilise a ‘doughnut’ technique across the three commercials – the top and tail of each commercial would remain the same, but the middle section can be altered to show different offers depending on season and availability. Combining the visual ‘swipe’ effect with the graphical insert of the tablet made for a great way to mix the sophistication of a live action commercial with the flexibility & cost of a graphics based ad!
The first commercial aired from the 27thJanuary onSky AdSmartchannels in selected postcodes.
Interesting in knowing more about Sky’s AdSmart delivery method?View our Sky AdSmart presentation.