Agency: Can you shoot a nationwide cinema ad supporting a new film release with remote, outdoor locations, casting, styling and sound design with delivery in a couple of weeks?
Thin Reel: Absolutely!
Most people would assume a cinema advert would take days, if not weeks and a huge budget…but it’s actually a lot easier than that. With a bit of creative thinking and some spot on pre production you can shoot a lot more than you think, quickly.
Here’s how we went about filming a quick turnaround cinema advert for Ordnance Survey ‘Touch Grass’, promoting OS Maps:
PRE PRODUCTION
1. Creative Plan: Sit down with your production partner and nail down your concept. Storyboard it out and ensure every shot is agreed so you know exactly what you need from the rest of the crew. This in turn will help your Producer plan the shotlist and schedule for the shoot day.
2. Location Scouting: Get the ball rolling on this asap so there is time to find that hidden gem of a shooting spot. Where do you need to shoot and what are the specifics?
For this brief it was:
A stile
A signpost
A muddy puddle for our cast to fall into
Now you might think these are readily available along the SW Coast Path BUT they had to look aesthetically pleasing and not be too dilapidated, with enough space to shoot our cast member.
After consulting a ‘stile specialist’ in the local area, we were able to narrow down our options and get out to scout. When time is of the essence, too many options will hold up decision making - find the best couple to present and your reasonings so location permissions can be granted.
With no time to scout drone spots for our epic opening shots, or waiting 6 weeks for location permissions we took a creative shortcut and launched the drone from a boat at sea. This meant all we needed was a boat, our drone op and an early sunset start!
3. Casting: This is a similar approach to locations - start early so there’s time for a bit of back and forth.
‘Hero’ Cast Brief: 1 x mid 30’s male, comfortable in the outdoors but not a professional.
To maximise impact within a tight production schedule, we also sourced pre-existing UGC (user generated content) from TikTok and Instagram. This meant we could showcase a wide variety of people exploring outdoor environments in a fast paced, comedic, montage sequence. Capturing energy, diversity and pace without taking up additional shoot days (...and budget!). It was an easy, time efficient way to pack in more storytelling without compromising quality.
4. Styling & Props: Keeping this element relatively simple was key here to ensure a speedy shooting pace. We used the cast's own clothes, both to keep budget in check and to ensure the right ‘worn’ look. When unexpected sunshine dried out the ground at our planned location, we improvised by creating our own muddy puddle with bags of soil and plenty of water - turning a weather challenge into a quick solution.
PRODUCTION:
- Call Sheet: This is the bible on a shoot like this. Parking details, Google Map dropped pins, W3W locations, toilets access, vehicle and equipment charge points etc. When filming in remote spots, tight organisation is a non-negotiable.
- Shoot Schedule: Due to the planning and storyboarding early on in the pre production process, this is locked down. When working at pace, sticking to timings isn’t just helpful, it’s essential for getting everything shot without compromise.
- Safety: Shooting the entire advert in a single day didn’t mean cutting corners on safety. For a key scene where our cast member needed to “trip” over a stile and fall face first, we made sure everything was in place to keep him safe. Crash mats were used to cushion the fall, allowing for a realistic take while giving the actor confidence to perform the stunt safely and repeatedly.
- Sustainability: Fast turnaround doesn’t have to mean high emissions and shortcuts. We kept this shoot green by using our EV production vehicle, a lean four person crew traveling together and cast used public transport. With natural light and battery powered, cinema grade cameras we avoided the need for noisy, polluting generators completely - small changes make a big impact.
POST PRODUCTION:
1. Footage Selection: As the shoot was carefully planned during pre prod, the team knew exactly what they needed to capture, which eliminated unnecessary overshooting. This in turn simplifies the post-production process as the editors have less clips to review, making it faster to choose, select and assemble the initial edit. With an approved storyboard to follow, feedback is typically minimal, focusing only on minor adjustments. This efficient workflow accelerates the whole video production timeline, saving time and resources.
2. Local Crew: Cinema advertising demands cinema quality sound! By hiring experienced local crew members, especially sound designers, we streamlined production and ensured high-quality results. Clients benefited from reviewing the audio in a professional studio environment, not on a tinny laptop speaker.
Key Learnings for Rapid Video Production:
Success Starts with Solid Pre-Production
Detailed Planning is the foundation of any successful video project. From storyboarding to sound design, attention to the details in pre-production ensures every step of the shoot delivers the best results.
Small, Local Crews Deliver Big Impact
A compact, experienced local crew not only keeps production agile and cost-effective but it also streamlines communication and maximizes on-set efficiency.
Don’t Skip Sustainable Production Practices
Smaller crews mean less of an environmental impact, especially for outdoor shoots like this one. Sustainable video production practices are not just responsible, they should be expected by all clients.
Trust the Process
A well defined post production workflow is essential. When pre-production is done right, editing, sound mixing, and final delivery become faster and more efficient. In turn, saving both time and budget.