From idea to federal retail: promo films for a rum brand

Produce promo films for a rum brand at a level that solves the brand's marketing tasks and clears the requirements of major retailers.

What was needed was not 'nice videos' but content fit for use in federal retail chains — with the corresponding quality of filming, storytelling and product presentation.

• Creative: came up with the concept and developed the promo films.
• Organisation: planned and ran the shoots — locations, props, timings.
• Team: assembled and coordinated operators, editors and designers.
• Quality control: took the material from raw takes to a finished product accepted by federal chains.

1. 01

   Concept and creative

   I developed the idea for the films: storytelling, product presentation, references. Sign-off with the client — from the idea to the storyboard and shooting plan.

2. 02

   Pre-production

   Shooting plan, location and crew scouting (operators, lighting, editors), timings and the logistics of shooting days. Most production risk is closed at this stage.

3. 03

   The shoot

   I organised and ran the shoots: work on set, framing, takes, fidelity to the concept — including everything the edit would need.

4. 04

   Post-production

   Coordinating the edit, colour and graphics. Revision rounds with the client up to final quality.

5. 05

   Distribution and result

   The finished films were accepted and used by the federal chains Krasnoe & Beloe and Bristol — the content worked on the shelf and in stores across the country.