Case Study - Corporate Promo Videos with Ghirardelli Chocolate
Alright guys, well here, um I'm going to go ahead and show you a video that my company produced for Ghirardelli chocolate. So let's go ahead and watch it first and then we can talk through it. We'll talk through our decisions and stuff like that. There we go. You have to be passionate about your job. It's something that you spend almost as much time as you do in your social life. So if you're going to be looking at something, working with something 40 hours a week, you've got to love it. Chocolate is a reward. It's a little pick me up. It's a different food product where you have to do a lot of processing or manipulation. But that gives you a lot of creativity. You know? And Ghirardelli has such a great reputation. It has this really emotional feel to it. I'm so proud of our chocolate. We go leaps and bounds to make it absolutely as perfect as we can. The chocolate alone speaks for itself. And I think that's what makes us special. We work in an environment where we have these premium v...
alues and we really try to extol the virtues of the product. But at the end of the day, it's the people who are behind that that make it fun, exciting and interesting. We're actually quite a small to mid sized company. You kind of have your identity here versus in a bigger company. You can feel really lost. Mm hmm. It's just the best group of people that I've ever worked with. And it really makes it like a family. It's a quality operation of the people work well together. Everybody believes in the product, they believe in the brand, you're all kind of pushing towards the same goal, you know, we all want Ghirardelli to perform well, ask feedback for others and you know, it's nice to have someone ask for your opinion, You feel valued, do you feel that someone wants your input? Everything that we developed goes through internal sensory and we really value that feedback because you're helping develop this product, you get to taste them in the office, you see them from birth to launch and then actually seeing them in the store is just a whole another level of satisfaction. It starts with just a little glimmer in your eye and then there is on the shelf waiting for someone to pick it up, people are able to take what you provided and make it something special to them. That just gives me a good feeling, this is how Ghirardelli operates. These are the things that are important to the company and it's about being premium and everything that we do work for Ghirardelli because I believe in the product we make and the people that make it work for Ghirardelli because I'm passionate about the chocolate. I work for Ghirardelli because the premium brand and then people matter here, I work for Ghirardelli because they support me, I work for Ghirardelli because when I walk into this building, there is something new, exciting and fun. I like to work at Ghirardelli because I love the people here and it's fun to make chocolate bye. I love that song. Alright cool. So let's just uh let's rewind all the way back and here. I'm going to go ahead and mute it and um I'll just play. So generally, let me just talk about um why we made this video, basically, we were asked to produce a video that the human resources department could use for their website for new recruitment for new people that came in to actually work there and they wanted it to be more than just a talking head uh commercial basically. Like they wanted it to be a sort of like you know something something with heart, something that like kind of really came across to their new hires. Got them excited about working there. Um Originally there was just this really plain interviews about people talking about the their work there and what they like doing there. So our concept was to here, I'll just fast forward was to take these several people and you can see here we have um kim and Operations and several others. And basically what we did was we decided we do these living portraits that you can see here and take those living portraits and um put them across at the end here and interview them but all we interviewed them was just audio, we did the audio and we we kinda made sure to hit on special points basically and make sure that uh you know, we got some heartfelt messages. So then we ended up just shooting their faces in that sort of look in that sort of interviewee like portrait e look not not necessarily, sorry, not interviewed, Just more portraits. Look. Um So it's just kinda living portraits I guess is what it is, is like there's photos of portraits of people but it's kind of nice to see them smiling, like this guy here and then at the beginning you know you start to hear them actually speak and then we also got to spend time with them and their co workers. So you can see here's kim and someone from Hr we got to follow them around for the day and kind of see what they were each doing after we had interviewed them and talk to them. So we could make sure we got those specific shots. Um The big thing with this project was really just knowing that we were going to go in, we're gonna find specific subjects, we interviewed them and then we listened to what they talked about in their interviews to make sure that our shots coincided with what they were speaking about. So um in addition to that, we also got all this wonderful beautiful footage of of chocolate and in the factory and stuff like that. Like this is this shot of here we go this shot of the uh Chocolate here has been used like for everything that they're doing at this point. So yeah, so I think the big thing here is to kind of take away the fact that like it meant more to new recruits and getting more people there to hear from people that actually love working there and love working with chocolate and the story here and the emotion is much more important and that is what kind of informed how we shot it. Um we ended up deciding to go with the two photo aspect to make it more cinematic, which, you know, in my mind, cinematics movies, it's just more magical really. So The 240 frame helped with the magic and uh we just did a little bit of Lakoff shots. So everything is very well composed, it's just very like pacing wise has a nice pace to it and has a nice, really clean calming kind of calming perspective. So you can see there's a lot of people here, the people that designed the boxes and the people that are working in the factory. Um it's really just a good collection of everyone that's working here. And uh and that really spoke to our clients, our client ended up really liking this and um we actually got to do more videos for them. This is really our big pilot video that they really enjoyed and liked and we were able to build off it. Um, one other thing to think about this, this really was done with just three of us. I ended up producing this video for our production company. Um, we had someone else help me direct and shoot it. Um, and we did audio ourselves. So we took a camera up there with some prime lenses. We had very minimal lighting. We mostly used natural light and uh, we did audio ourselves by just doing an interview with the zoom H four N. And this was actually done on a bigger camera. We rented a bigger red camera for this job just to help out with some low light situations and, and just general dynamic nous and I think the color kind of came out really well in other videos. We'll talk more about technical stuff, but this video really, really got the message across that we wanted to get and it really uh impressed the client. Um, we went through a lot for this. We did a lot of pre production, we pitched an idea, we had a budget, we got it approved. Um, you know, I paid a couple of vendors guys to come out and help me. I had to get permits. We had to get license agreements like it was a big job. Um, but the story and the quality and the love is really all there and I think that's really what they were going for. Um, my favorite thing about this peace amongst all our other pieces that we've done for a company is just the compositions and the cinematography. As far as framing, as far as leading lines, trials, rule of thirds. Um, as far as making your shots look interesting, it really does get all of that across and that can really be a big, big thing that makes your video better is just making sure your shots are just beautiful. Like they're just gorgeous. Have foreground. You can see this shot, there's a lot of foreground moving parts, cemetery, composition. Uh, a little bit of movement faces. Uh, a lot of the way you compose your shot can go a long long way and then when you add in these quality interviews and talking points with people, um, it really just, it gets pulled all together and it's just a beautiful video. Super proud of it. And uh yeah, thanks for checking this one out. I think in future segments, I'm gonna go ahead and break down some other videos where we'll talk more about technical stuff. Thanks