Producing a marketable video outdoors and on location is always a daunting and challenging task for any production company. Shooting one in a short time frame at multiple locations throughout a large demographic area such as the State of California is what usually separates the men form the boys.
In early 2015 Cache Media Works was approached by the global marketing giant Isagenix International (http://www.isagenix.com )to produce a new sales and lifestyle video for several of their key California distributers. Isagenix was familiar with CMW’s cinematic style from a previous project and they knew that CMW would effectively reach their target audience of 18 to 35 year olds on this new project with the desired marketable effect.
CMW quickly developed a price estimate, which was almost instantly approved and then went about compiling a travel matrix along with the specialized cameras and equipment to meet the demands of this project. One those demands were the development and use of specialized aerial video platforms and camera stabilization systems specially designed by CMW technicians.
The first stop of the two and half week road trip took the CMW team to Bakersfield California where they met the first of several distributors that were to be included in the video. Within minutes of the door being answered the photographers were shooting B-Reel footage while Joe Kenemore, the director on this project, went about interviewing the client. Of particular interest was the lack of scripts and pre-staging of the video and photography scenes. Joe explained that his unique cinematic style in regards to videos of this nature is to expose the person on camera as a live and very authentic person, something a script or repeated directing and coaching wouldn’t reveal. This results in a very real and passionate interview.
Throughout the next week, Isagenix executives from the various distributing regions would be present at the shoots to ensure that CMW was capturing the information and story they wanted to tell in this video. By the end of the first week on the road the word was out that CMW had become so intimately familiar with both the company and the brand message that the Isagenix people were nowhere to be found. That’s confidence.
The last location on their tour was in San Francisco and here it was decided that they would take advantage of the many beautiful parks in the bay area and shoot the last segment outdoors. It was on this shoot that the CMW team realized that they have mastered every video and location element except one, and that being the local seagull and crow population who was determined to make their entry into the film industry. After some convincing shooing and a left over bag of French fries from lunch the CMW team got their shots, completed their shoot and packed for a well deserved trip home.