Smith's Scoopfulls TV Spots

Location and Talent Sourcing

The two most important items to start were finding a suitable location for this shoot and also the right talent. The location needed to be a studio space large enough to accommodate an elaborate camera and lighting setup and approximately 10-12 people on set at any given time, plus a sizable backdrop. We ended up selecting Creative House Studios in Cleveland, OH. It met all the above requirements, but also featured a kitchen space for ice cream and a green room for talent. 

We knew we needed four different actors for the spot. Two adults and two children that could convey a mixed-race family. We worked with a local company to find options that were then sent to the client for final approval. The client also provided mood boards with the select talent options that were used to develop final looks for hair, makeup and wardrobe with the Makeup Artist.

Finding a Food Artist

We knew that the ice cream was also an incredibly important part of the whole project and we knew it had to look great on camera. Shooting with food is always tricky, and ice cream is no exception, especially through multiple takes under the hot lights. We were able to bring in an extremely talented Food Stylist with the experience necessary to make sure the product looked beautiful (and delicious!) all day long. 

Lighting and Background Tests 

Prior to being in the shoot space, our team used our own studio as a test area for the background and lighting options. After some initial trials, it was decided that the best solution for backgrounds was paper backdrops, and four total colors were ordered, one for each flavor or ice cream that was being featured. 

Once the colored backdrops were in the studio, our team planned out the lighting setup using the exact gear that would be used and grabbed test footage for both Innis Maggiore and Smith’s to see before the shoot. 

Sliding Rig Construction 

The main practical effect required for the shot was having the ice cream bowl slide into the frame and stop directly in front of the seated person each time. While a person pushing the bowl could probably get it close, it was decided that a more consistent solution was needed. 

Our team ended up custom-fabricating a slingshot-style rig that allowed the bowl to be cradled by a large elastic band and, with a 3D-printed handle, be pulled back to the same spot each time and released. The release point could be tweaked as needed to ensure the bowl moved the correct distance across the surface. This allowed for practice with each actor and an easy, repeatable action on every take.  

Ice Cream Delivery 

A few days prior to the shoot, our team was prepared to accept delivery of 60+ cartons of Smith’s Scoopfulls ice cream. A freezer was rented so that the ice cream could be temporarily stored at PEG, transported to the studio, and kept on set for the entirety of the shoot.

Thanks to all the prep work that was done leading up to filming, the shoot days themselves ran smoothly and on time. The large studio space allowed everyone involved in the process – from the Makeup Artist to the Food Artist, to the talent, to the client, to the crew – to have their own area on set. 

This piece was shot on our RED cinema camera, with various Aputure lights used in the setup. The app-controlled Aputure lights made changing lighting on talent and the different background colors easy and efficient during set changes. Remote headsets also maximized efficiency, allowing members of the crew to be in constant contact with the Account Manager who was stationed at a viewing monitor with the client. 

Our team made sure to check in regularly with the client throughout the day to ensure everyone was happy with the overall look of the footage being captured. 

During breaks between filming on set, our team also handled foley (supplemental sound effects) that would be needed during the post-production process. Different options were captured of sliding bowls and clinking spoons so we had accurate clips to add into the final edit. 

Getting The Cherry on Top 

The hardest shot was (literally) getting the cherry on top of the ice cream for the final shot. The bowl had to slide into frame, landing perfectly underneath a cherry that was hanging from a clothespin above. Our team had practiced and put measures in place to help control the environment, but with that many moving parts, it came down to repetition and a little luck! We were able to successfully grab the shot, with no special effects or post-production needed.