Project Name: But wait, there's more!
Client/Production Company: Speedway/1820 Productions
Date: January, 2024
Jumping into the Speedway project was like diving headfirst into a creative whirlwind. 7-Eleven had scooped up the Speedway franchise, and they were all geared up to make a splash with their first broadcast spot under the new banner. The mission? To let everyone know that Speedway is more than just a pit stop for gas—it's a treasure trove of snacks and drinks. The big catch was Pre-pro, production, and post all had to be finished in three weeks. This is the pace in which I like to work, and I knew Id thrive in.
Pre-production Innovation:
Right from the get-go, we were up against the clock. The original script was packed with scenes that just wouldn't squeeze into tidy 15-second spots. So, I put on my thinking cap and cooked up an animatic that was all about cutting to the chase—or should I say, cutting to the "More." This little twist got the thumbs up from both the director and the client, paving the way for some serious storyboard magic.
On-set Agility and Post-production Mastery:
On the production front, I was juggling hats left, right, and center—playing part DIT, part editor, and even part sound collaborator with JD, our main guy in front of the camera. Thanks to the groundwork laid during pre-production, we had a clear vision, which I brought to life on set with some spot-on SFX and a whole lot of collaboration to get JD's guitar vibes just right.
But hey, filming in Chicago's January freeze was no walk in the park. We were aiming for a vibe that screamed "sunny days and fun times," which meant pulling a rabbit out of the hat in post-production to get the colors and the mood just right, all on a shoestring budget.
Collaboration and Technical Proficiency:
Let me tell you, stitching it all together was a bit like conducting an orchestra. From Premiere to DaVinci Resolve, I had my hands full, making sure every cut, color, and effect hit the perfect note.
Creative Impact and Audience Reception:
What really set this project apart was the way we played around with the "More" concept. Those jump cuts? That was all me, aiming to give our message a punchy, memorable beat. And tuning JD's guitar to the rhythm of our edit? Chef's kiss!
When we finally rolled out our trio of 15-second masterpieces (plus bite-sized 6-second versions and social media-ready cuts), the response was off the charts. A first-time client, and they were over the moon with what we'd pulled off, especially considering the minimal back-and-forth on edits.
Beyond Expectations:
Looking back, what makes me beam with pride isn't just the slick edits or the color grading wizardry (though I'm pretty proud of those, too). It's about how we turned challenges into opportunities, like recreating the final shot for social media when the original footage didn't fit the bill.
This project was a testament to creativity, teamwork, and a bit of editing magic. And the best part? We not only met but soared past expectations, proving that with the right mix of organization and creativity, you can turn even the frostiest January shoot into summer screen gold.
