CASE STUDY
Tareq Taylor
With moving content as our main core, we add key services with the purpose to provide a valuable and uniform 360° identity for our clients and their brand positioning.
In this case we produced product films and brand films, including teasers for Tareq Taylor’s new line of kitchenware. In addition to the moving content we also provided stills for the upcoming website. Both product images as well as still-life.
CLIENT
TAREQ TAYLOR
IMPACT
Yet to come!
BRIEF
Tareq developed a line of premium kitchenware where the quality and handicraft was the main focus. The product had been created with precision and had underlying values such as durability and reuse. The purpose of this production was to showcase the product as an investment of quality.
APPROACH
We started filming the production process already in the factory. This we later connected with footage of the final products being used by Tareq himself in a actual kitchen. In addition to the raw and uncut footage from the factory, and the clean premium footage from the kitchen, we also created minimalistic and graphic product images which was presented on the website and contributed to a complete 360° solution.
AFOS TEAM
Director/DP: Andreas Troedsson
Head of Productions: Pana Mogren
AD: Fredrik Stiber
Project Manager: Amanda Sörensen
DIT: Ted Karlsson
1st AC/Focus Puller: Rumi Geiger
2nd AC/Spark: Mentor Selaci
MUA: Emma Palmlöv
Stylist: Daniella Witte
Photographer: Charlie Drevstam
LOCATION FACTORY
We really wanted to make sure that it was understood that these products came from a handmade production process. Therefor we started documenting already in the factory when materials was melted down, moulded, painted and put together. Raw materials, smoke, sweat, fire and flames.
LOCATION KITCHEN
We wanted a location that could be used as a complete contrast to the factory. Picking an architect-designed kitchen in the south of Sweden gave us exactly the mood we strived for. Film and stills was all produced att the same time in connecting rooms at the same location. The film carried the production, everything else adapted accordingly.
STILLS
Our aim with product images was to make something else than dull uninspired stills showcasing an empty plate or frying pan. We combined angles and shapes of the plates with the right lightning, and created graphical and minimalistic images giving life and personality to the products, without moving away from product-first.
Behind the Scenes
