Oxo | Ready to use stocks

Client: Oxo

Project: Ready to use stocks

Location: Base studios, Manchester

Deliverables:

  • 2 x 0:20s Youtube pre-roll ads

  • 10 x 4k screengrabs

Dead Pixel did:

  • Ideation & Creative Treatment

  • Pre-production

  • Recipe Testing & Styling

  • Super slow motion videography

  • 1 day in the studio

  • Directing

  • Editing & grade

  • Photography & Retouch

Quote of the Shoot:

“Who’s taking home the risotto?"

Coffee creamer bottle with coffee creamer being poured into a container.

The Brief

Oxo needed help with the launch of their new RTU (ready to use) stock and stock powder. They shared key product features such as resealable, & reusable and wanted to create 2 x youtube pre-roll ads. How we approached the brief was up to us.

A film crew working in a modern kitchen, with a camera operator on a tall tripod capturing footage of a man in a mustard shirt. Crew members are focused, and filming equipment is visible, including a large softbox light overhead.

Pre-Production

We originally wrote 3 scripts for 2 ads for the Oxo team to chose from. They picked their 2 favourites for production and we progressed onto storyboarding out the shots. Each moment was meticulously planned out to highlight simplicity and taste for their target market.

We mixed in some immersive camera rig ideas including a fridge pov, chopping board pov and a selection of macro super slow mo moments.

Once the storyboards were approved it was onto production.

A scene of a kitchen counter with a cutting board, a person chopping vegetables, a small bowl of butter, and a dish towel, with an overlayed text that reads 'OXO Presents'.

Production

Filming took place over 1 day in our kitchen studio using a production crew of 6. This included a director/dop, production manager, camera & lighting assistant, food stylist, prop stylist & production runner.

Shooting 2 x premium looking Youtube pre-roll ads in 1 day is no east feat. Especially because we featured a selection of super slow motion moments captured at 1000fps requiring high powered flicker-free lighting.

All of the final dishes were created in our prep kitchen by a skilled chef and then brought onto set for the finishing touches. That meant we could capture other product details on set whilst the food was being prepared elsewhere.

Inside a professional film set with a kitchen scene, a woman with glasses is filming with a camera, and studio lights are brightening the set, which includes a wooden kitchen counter with vegetables and dishware, and a white wall with shelves, plants, and a window.

Post-Production & Results

We brought in the northern tones of Gabbi Ashcroft to voice our foodie campaign. This was directed remotely where she recorded from her home studio and supplied the files to us.

All editing, grading & sound design were all completed in-house at Dead Pixel HQ with minimal amends and feedback from the Premier Foods marketing team.

Collectively the ads have received over 30 million views through a targeted youtube campaign aimed at shoppers and home cooks alike.

Watch our full behind the scenes breakdown here

Oxo | Stock powder

Behind the scenes with Dead Pixel and Oxo

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