Three full days to film over 20 scenes, amounting to over 1300 takes in total, all this for a 35 second advert.
For this commercial we explored every possible meaning of the word “Shake” and exhausted every pun containing it. Even though each scene only shows for a second or two, an incredible amount of preparation had to be undertaken in as little time as possible. Every scene is unique in itself and required particular cast, locations and props, which were not always easy to find. That’s where staying at the office till after dark became normal.
The edit stage was just as meticulous… choosing the right moment to tell the story, the right tone of voice for every phrase of the voiceover, and the right instruments, beats, pauses and sound effects for the custom composed music and sound design.
But of course, as is the case with many other projects, the hard work paid off and we were all eager to see this project released. We shook boundaries, we went for the unconventional, and we are proud to call this project our own.