Challenge
Danish Crown approached us with the need for films to introduce their new line of convenience products. The films needed to address the skepticism and debunk many of the prejudices that these types of meals often face.

Process
Through several meetings, we became acquainted with the brand, the campaign's purpose, the target audience, and the chosen platform. This information laid the groundwork for our concept development.

We divided the project into two main parts. The first part involved creating product films. We developed a concept using a probe lens to navigate through a 'jungle' of the exact fresh vegetables used in each meal. This method allowed us to visually demonstrate the freshness of the ingredients without stating it explicitly while giving the footage a stunning appearance with the probe lens. For this task, we enlisted a food stylist with expertise in presenting vegetables and meat attractively.

The second part focused on interviews aimed at debunking common prejudices against ready meals. We further broke down this section by featuring the actual chef who created the meals, allowing them to respond directly to skeptical remarks about ready meals. This approach was complemented by feedback from two test families we had selected for the project. To ensure genuine interviews, we sent the meals to the families in advance to test in their daily lives.

Each family was chosen to represent the Danish Crown's general customer base, making them relatable to the average viewer. To ensure we captured the appropriate content, we prepared interview questions focusing on the ease of preparing these meals and how much time the families saved—or could use for other activities in their free time. We placed the chef and families in Danish Crown's kitchen, allowing them to prepare the food while we conducted the interviews. This highlighted the ease of making the meals and provided them with a natural setting that did not appear or feel contrived.

/ Director
/ Producer
/ Director Of Photography
/ Gaffer
/ Editor
/ Motion Graphics Designer
/ Sounddesigner
/ Colorgrader

/ Strategy
/ Concept development
/ Interview
/ Script
/ Storyboard
/ Casting
/ Film production
/ Editing
/ Colorgrade
/ Sound Design

2 x 15 sec. - 1x1, 4x5, 9x16
2 x 5 sec. - 1x1, 4x5, 9x16
1 x 6 sec. cutdown - 1x1, 4x5, 9x16

For this project, we delivered two 15-second videos, two 5-second videos for TikTok, and a 6-second cutdown.

115.000 - 125.000 kr.
/ex. catering, transportation, and lodging.