Back in 2005, when my production company Inventive Pictures was born, one of our first projects was a series of TV spots for Seattle-based jazz record label Origin Records.
Origin owners Matt Jorgensen and John Bishop wanted to publicize their growing record label and advertise upcoming CD releases with a series of thirty-second spots that would combine quirky urban-Seattle visuals with Origin music.
I brought in my friend Steve Barron to put a cast together and co-direct, and I compiled a small crew to help shoot four spots in one short day. We sold the Origin guys on the single take concept, and they gave Steve and I creative freedom to try whatever we wanted. Single-shot, unedited television commercials are relatively uncommon, and it was our hope that this creative break from the norm would add production value and a unique appeal to the clips.
The decision to shoot standard definition was made because we didn’t have an HD camera in-house, didn’t have the budget to rent one, and the spots were scheduled for SD broadcast anyway. We shot with a DVX100 in 24pA squeeze mode. We knew we would need to move quickly in order to shoot four locations in one day so our grip and lighting package was kept small.
Conor Byrne Pub, Ballard, WA
We started the day comfortably at noon at the Conor Byrne Pub in Ballard, WA.
The second setup of the day was near the Ballard shipyards a few blocks from the pub.
North Lake Union, Ballard, WA
Straight out of a Fellini film, Steve’s concept placed three unusual characters into this dirty industrial access road setting.
The toughest challenge here was getting the timing right. Cuing the truck and the woman with the suitcase proved to be a challenging bit of hit and miss, but the winning take turned out much better than expected.
Our company moved after a quick lunch to Kincora’s Pub on Capital Hill.
Our final location was the easy-to-photograph Post Alley at the Pike Place Market.
Post Alley is full of old brick, cobblestones, and dark nooks and corners. On that sunny summer Saturday afternoon it was also full of tourists. We attempted a wide shot but were unable to get a clean take in the can amidst all the shoppers and strollers.
Post Alley @ Pike Place Market, Seattle
We compromised and placed our actress halfway down the alley on a small stoop and aimed a long lens at her. A silver reflector was positioned just off-frame to give her an edge light, and then Steve cued her to stare into the camera and walk away. Her glance is magic and I think the shot makes an alluring thirty second spot.
The spots were edited and color-graded at Inventive Pictures.
