Valentin and Byhr asked us to update a commercial for Pågens new sourdough bread.
No matter the size of a production, Edithouse always put a lot of focus into pre-production. To visit the set and to pre visualize are key antics of a solid planning. Our directors often use their 3D knowledge to build up the forth coming film shoot in the computer. If you know the advantages and limitations of the set, it’s geography, one can already at the writing desk decide which lenses to use and so on. When sufficiently prepared you also have the possibility to be spontaneous during shooting, if you should find a better solution then the one already planed.
The difference between knowing and assuming can determine a film's success or failure. Doing mistakes is totally alright, but it’s better doing them before the actual film shoot.
Produced by Edithouse Film Works in april 2013. Commissioned by Valentin & Byhr.