I'm sure we have all watched 'The Apprentice' and laughed at the candidates' efforts to craft, film and produce a TV advert. Well this year, it was our turn to step into the director's chair as we created our first TV advert.
Thankfully we were not being left to our own devices. Whilst the vision might have been ours, we had a professional team on hand to ensure our script, models, filming and final edit all worked.
One of the most interesting steps of the process was getting the script approved. This had to be submitted to an organisation called Clear Cast. Owned by four UK commercial broadcasters (ITV, Channel 4, Sky and Warner Media), Clear Cast pre-approves most British television advertising.
The process was frustrating at times, but the level of detail we had to provide (proving and backing up any claims used in the advert) was reassuring.
Setting the scene
Our aim was to show Butterflies Eyecare as the one stop shop for the whole family's eyecare needs and that it is quite literally a 'site' for sore eyes®.
With this in mind, we chose a modern home as the setting and a multi-generational cast. The house had areas we could achieve the look for a bathroom, home office and family relaxing. To ensure all generations were included we looked for models to illustrate three generations of a family and cast: Domenico Caccamo, Abbi Meliush & Albie Evans.
Although the advert was filmed on a very hot summers day, we knew the advert was to be aired during the autumn. So to keep the lighting colour appropriate and more autumnal we kept the curtains closed and used 'warm' lighting.
Lights, camera, action
Once the venue and cast had been chosen it was time to film on location.
We filmed the bathroom scene first because we needed Abbi with minimal makeup as she would need to apply some herself. Once this was complete, everyone had an appropriate layer of makeup and shine prevention applied, the latter of which need regularly topping up as it was scorching day 🥵
The open plan kitchen/dining room made the perfect location for most of the filming and allowed us to set the scene for many of life’s modern situation. Abbi sat by the table as if working from home on a laptop. Domenico relaxing on the spacious sofa reading with Albie curled up at the other end on a hand-held console.
Using the open sided staircase to film the final scene was an on-the-spot decision as it had not been pictured in the pre-selection location images. But with another change of outfit for Abbi it was the perfect end for both the advert and day's filming.
It's a wrap
With filming complete it was off to the editing room to select footage for a 30 second advert and combine with our voiceover.
Thankfully, we had some great shots and after a little tweaking were able to get a flow for the advert that matched our original storyboard and combined well with our voiceover.
The final step was to submit to Clear Cast again for approval to air and it was a wrap!!
We are happy with the result and hope you agree it shows Butterflies Eyecare is quite literally a 'site' for sore eyes®.
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Expert advice
"As an optometrist with a family history of macular degeneration, I am keen to source the widest range of products for eye health, dry eyes and blepharitis”
James Sutton (MCOptom)
Founder of Butterflies Eyecare
