Woolworths

Crafted  Sourdough

Crafted Sourdough is a specialty bread
 hand made by artisans over 40 hours
with great craftmanship involved.

The art direction was to create a visual feast
with  the customer to become immersed in
the ingredients and process. We shot in a
dark set environment  to allow the ingredients and bread to be the focus. Slow motion has been used to exaggerate the hand motions and video titles have been animated to become part of the set and take on the form of the recipe.

The video was used for You Tube pre-rolls,
digital platforms, cartology screens
and social.

Creative Director - Liza Vella
DOP - Sean Thomas
Director - Denis Scholsem
BTS - Joel Seeto
Stylist - Jane Collins
Artisan Baker - Jordan Miller

BTS

Behind the scenes on set.

We had a steel stencil made to create a logo 'Crafted' imprinted out of flour so the title and brand could become part of the set.