#Case Study
Advertising Spot
1.
Company IntroductionAbout the Company
Madonis is a dynamically developing manufacturer of household chemicals, operating on the market since October 2015. Their mission is to create comprehensive solutions that care for both the home and its inhabitants, contributing to the improvement of the quality of life and well-being of household members.
Madonis stands out as a producer of eco-friendly hygiene and care products, including natural soaps, cleaning agents, and toothpastes. Their modern infrastructure, advanced laboratories, and automated production lines allow for the creation of high-quality products that meet the expectations of demanding consumers.
The company’s offer includes, among others, the MILL brand, offering concentrated home cosmetics with unique fragrances inspired by beauty products, and exceptional packaging design.
2.
Project OverviewGOALS AND CHALLENGES
Our task was to develop a creative television advertisement that would effectively reach the selected target group. The main challenge was to create a message that would not only attract attention but also evoke emotions and resonate with the audience, while maintaining consistency with the brand’s ecological values.
3.
Stages and Lead TimeSCOPE OF WORK
Cooperation with the client began with a conversation about the product to understand its features and the needs of the target group. Next, we created several scripts, from which the client selected one. Based on this, an offer was created, taking into account the client’s guidelines.
After acceptance, we proceeded to work on the storyboard and planned the course of the advertisement. We set the recording date, assembled the production team, and selected locations for the shoot. We also selected three post-production studios responsible for sound, editing, and color grading.
In close cooperation between the director, cinematographer, and production manager, we conducted location scouting. A costume moodboard was also created, and backgrounds for LED screens were selected. The director presented 40 models to the client, from whom 12 pairs were selected during a professional casting. The recordings were sent to the client for acceptance.
Due to the script, we also engaged animal trainers, delivering a cow and chickens to the set. A key production meeting took place the day before the shoot, and finally, we carried out the last preparations on set.
4.
Day PlanSHOOTING DAY
- 05:00
Start of work for the team responsible for LED screens.
- 06:00
Start of work for the set design team, prop masters, and arrival of catering (mobile kitchen with 4 cooks).
- 06:30
Start of work for the lighting team.
- 07:00
Start of work for the producer, production manager, and cinematographer.
- 08:00
Start of work for the director, 2nd director, editor, sound engineer, assistants, costume designer, actors, and makeup artist.
- 10:00
Client on set.
- 10:30
Start of shooting.
- 13:30
Lunch break.
- 22:30
End of shooting.
- 01:00
End of team work.
- +
Additionally: 5 hours of overtime, of which 4 were progressive overtime.
5.
Post-production
The next day, offline editing began in the studio, with the participation of the director, editor, production manager, producer, cinematographer, and the client. Versions edited on set, additional shots, and new proposals from the director and editor, which were created the night after the recordings, were viewed. Work focused on selecting shots, creative cooperation with the client, and finalizing the editing of the 15-second version of the advertisement.
On the same day, color grading took place in a specialized studio. Present were: the director, client, production manager, producer, colorist, and cinematographer. The correction gave the image a characteristic, advertising look.
- 27
days of work
- 58
person team involved in the project
- 2
versions of the spot – the result of the work was a 30-second and a 15-second spot
- +
during production, a photo session with models and products also took place
6.
SummaryConclusions
The Importance of Planning and CoordinationSuccessfully executing such a complex project as a television advertisement production requires precise planning and coordination at every stage – from initial conversations with the client, through the pre-production and production phases, to post-production. Every element must be thought out and matched to the rest of the activities to achieve a coherent and professional final effect.
Creativity and FlexibilityIn the process of creating an advertisement, creativity in developing scripts and the ability to transform the client’s vision into an effective visual message are key. Flexibility is also essential – both in making quick decisions and in adapting to dynamically changing conditions and project requirements.
Team CommitmentThe success of such an undertaking depends on the full commitment and harmonious cooperation of all team members – from production management, through directors, set designers, costume designers, to actors and teams responsible for post-production. Each role has an impact on the final result of the project.
Quality and DetailsDetails are of key importance for the final quality of the advertisement – from the choice of location and set design, through the selection of costumes, casting, to the applied post-production techniques. These elements determine whether the advertisement will not only attract attention but also arouse interest and be remembered by the audience.
The advertising project for Madonis was a demanding, multi-stage undertaking that combined creativity with effective project management. Thanks to this, we created a television campaign that effectively attracted attention and built strong relationships with the target group.
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