GOING THE DISTANCE

88storey Films and Central Digital Lab take on the challenge of one continuous shot for Great Taste coffee with Glee.


Red MX camera tvc

THE SKINNY
The spot basically wants to communicate that a pack of Great Taste coffee goes a long way, and director Sid Maderazo decided to show a woman making coffee for her friends from morning until evening in one continuous shot.

Aimed at young adults 25-35 years old, the TVC had an operating budget of US$95,000. Ad
agency Black Pencil Manila conceived the idea, but the director’s treatment was very different
from the agency storyboard.

THE PRODUCTION
The TVC was shot in a single location, and it was a very challenging shoot as it had to
appear seamless. Camera movement, blocking of talents and timing was crucial to the spot.
We had to adjust and set up the motion control rig in two places because the structure of the
house we chose for the shoot didn’t allow us to shoot in one motion control setup. The 3D previsualization was a very important tool/guide for us during the shoot.



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