Vonshef | Cookware ad
Client: Vonshef part of Vonhaus
Project: Cast iron cookware promo
Location: Base studios, Manchester
Dead Pixel did:
Ideation & Creative Treatment
Pre-production
Casting
Super slow motion videography
2 days in the studio capturing video & stills
Directing
Editing & grade
Photography & Retouch
Deliverables:
0:50s Brand ad for e-commerce, youtube and social
53 stills for web, social & print
10 x 4k screengrabs
Quote of the Shoot:
“That steak looks so good, even the vegans are looking interested."
The Brief
Vonshef reached out to us to help created a suite of assets for their new cast iron cookware range. They needed ideas and execution for a food focused promotional ad that would sit on their website, amazon and social pages. The brief was to promote the pans in use, with food being the real hero in a variety of indoor and outdoor scenerios.
Pre-Production
We began with a storyboard showing the type of actions and shots we would get. This was accompanied by a photography shot list with desired food for each product. This ad featured super slow motion food porn, custom oven props, specialists lenses, models and a new set build.
We repainted our studio kitchen sets to be in keeping with a more premium vibe going with grey walls and a grey textured splashback. We brought in warmth into the set using practical lamps, wooden boards and house plants.
The casting coincided with the set design process. We shared 10 different headshots for both the male and female roles with personal recommendations of who we’d think would work best together.
Once casting and the set design were locked in, it was onto scheduling and production.
Production
Filming took place over 2 days in our kitchen studio. We took delivery of the Vonshef products a couple of days ahead of filming and organised everything in piles. With any kind of product photography we would always recommend more than you first think. Some can be damaged in transit, some are needed for food prep with the best looking product kept for video & photography purposes.
Day 1 consisted of super slow motion food porn shots. Those sexy 1000 frames per second drizzles and jumps that make the mouth water. Later that day we brought in our cast and blocked out a few different scenes with different wardrobe options.
Day 2 was entirely photography based in countless recipes needed to built from scratch. We shot a mixture of action shots during the cooking process as well as finished hero dishes.
Post-Production
The core deliverable was a <60s brand ad designed to grab the audiences attention, showcase the core product features and get people excited to find out more.
All edited and graded in house by the Dead Pixel squad. We needed minimal photography retouch as most things were caught during production. We did however clean up a few excessive crumbs and distracting reflections. All assets were supplied raw to the client who could then get their in house design team to add text and crop to taste.
Behind the scenes with Dead Pixel and Vonshef
