ISS World | Hero Pitch
Brief
ISS World, a new client of ours aren’t as established in the food catering industry as they are in facilities management, so creating a hero pitch video for them was essential for their strategy.
Food is always an amazing subject to film, but to put it into a hero pitch was something we were very excited for.
It had to “wow” the viewer. Showcasing the quality of product and ingredients, feel personable and inject a connection before any physical meeting or words were exchanged.
That brief allowed us the perfect scope to use a “fly on the wall” approach, letting the chefs do what they do best and lighting those moments with a real cinematic flair. Increasing the frame rate to maximise slow motion shots was also key for what we wanted to produce.
Our
solution
Putting those plans together on the day made the set ups easier. We knew we didn’t want to over light the kitchen, mainly due to space availability. It would also feel unnatural and obvious. So we kept that understated, but punchy enough to give the look we wanted.
As expected the kitchen did have its limitations, but not enough for us to not be happy with what we were working with.
A hero pitch film never needs to be too long. It was about capturing the right shots, not necessarily every single one. Orchestrating specific moments that we knew would look good on camera. Pushing extreme close ups as much as we could.
If shot well, it should make people feel immediately hungry. And it was, even in production.
Outcome
It was no different in post production. The hunger it created was still there. This hero pitch film required tasteful music (don’t excuse the pun) whereby it had to remain neutral, but add to the atmosphere of the sequence.
In fact, tastes differed on this subject with ourselves and the client. They opted for a more “corporate” style, but the version we recommended is what you see on this version.
The slow motions worked extremely well. Drawing out beautiful shots of preparation, cooking and ingredients. The ambience and atmosphere was also noted in the kitchen. The lighting really pushed this and it can be felt in the edit as well.
We created a 2nd film alongside the hero pitch, which was more focused on the chef’s and their personality in the kitchen. Both provide a unique insight into ISS World and how they approach food catering.
