Negotiated Specialist Project - Development FolderSecond City Coffee

Overview

Second City Coffee

Second City Coffee is an independent mobile and online coffee retailer based in Manchester.

Dex Morris, the owner, commissioned me to create an advert for the online business and the new cafe which has just opened in Warrington.

The commission came after I posted on Facebook looking for client commissions. Dex had seen work I had posted on Facebook previously and quickly contacted me to say he was interested.

Over emails and face to face meetings, we decided on a style of advert that would suit this kind of business. Coffee is a luxury item that people feel passionate about and cannot do without. We discussed recent Marks & Spencers adverts (eg. This is not just coffee, this is M &S coffee) as a starting point for the style of the commercial.

Facebook post looking for client commissions
Facebook post looking for client commissions

I knew that Second City Coffee used a little Italian 3-wheel van (known as Luigi (Second City Coffee, 2018) as a mobile coffee shop. I thought this would look good on film, as would the preparation of coffee in slow motion. I want to create a lush looking and sounding advert that highlights the quality of the products and service on offer. The viewer should feel welcomed into this space.

Treatment

Title: Second City Coffee

Topline: The ultimate coffee experience

Scene Breakdown: The advert will include a voiceover, warm and inviting that underlines what the viewer is seeing on the screen.

Second City Coffee advert - Structure

Acts & Contributory Questions

Scenes

Sequences & Format Points

PRE-TITLES

Brief glimpes of the building and the cafe exterior - the start of the journey into the warm and welcoming interior.

TITLES
ACT ONE Intrigue / Teasing

Close ups and nicely blurred shots.
Obvious that it’s coffee but not outright clear.

Brief hints of the Second City Coffee logo or the walls, cups, coffee bags etc.

Close ups of ‘Luigi’ the small, 3-wheel Italian van that is the focal point of the café – only intriguing hints, not obviously that it’s Luigi yet.

Music builds up slowly.

ACT TWO The journey of the coffee, from the bean…

Music continues to build.

Artsy close up, slow motion shots:
Coffee (ground?), into machine, steam, shiny metal, coffee coming out of machine, coffee going into cup.

Coffee being decorated – milk, cocoa, etc - showing the skills of the café staff.

ACT THREE …to the customer

The pay off, part one:
The customer receiving and enjoying the coffee they desire.

The effect the coffee has had on the customers.

Wider shots of the cafe and satisfied customers.

End plate - logo Where we can get this coffee to get this experience.

I produced a taster tape to pitch this treatment. It included the style of shots I wanted to use but also included what I called The Journey of the Coffee from bean to machine to cup to customer.

Second City Coffee taster tape
Can also be viewed on Vimeo

 
Production Details

The advert will be filmed by a three person crew at the cafe in Warrington in March 2018.

As we will be filming in slow motion, we will use the Sony FS7 camera which can film at 150 fps in PAL. We will use the cameras top light and a bright Ledgo lighting panel for the close up shots.

Budget

Equipment / Personnel

Cost

Sony FS7 Camera, 2 days £300 [1]
Sony E 18-200mm F/3.5-6.3 OSS Lens, 2 days £50 [1]
Atomos Shogun Flame Basic Kit, 2 days £130 [1]
Manfrotto 501HDV Tripod, 2 days £30 [1]
Zoom H4n audio recorder, Rode NTG2 mic and pistol grip, 2 days £60 [5]
Producer Director, 3 days (including pre-production) £545.50 per day; £1626.50 [2]
Production Assistant, 3 days £338.55 [2]
Editor and Edit suite, 1 day £550 [3]
Transport £50
Insurance £4 [4]

Total

£3139.05

References:
1 - www.vinorth.co.uk
2 - www.bectu.org.uk/advice-resources/rates
3 - www.slinkyproductions.co.uk/edit-suite-hire
4 - www.policybee.co.uk/videographer-insurance
5 - www.mediadoghire.com/sound-equipment-hire

This price is calculated from the above online sources. In reality, I used some of my own equipment and edited in my home office. Had I charged for this commission, I could have given the client a much better deal.

Call Sheets and Risk Assessments

Call Sheet #1 - 21st March 2018
Second City Coffee commercial

Unit Call Time: 09:30 Weather
Temp
Sunny Intervals / Light Cloud
6°C
Main Production Contact Brin Coleman
Producer/Director Brin Coleman
Production Assistant / Sound Andrea Maria Martinez
Camera Technician Peter Waiting
Preliminary Schedule - subject to change
Time Action
09:30
09:45
13:45
14:00
Unit Call and set up
Film
Pack Up
Crew leave

Unit Wrap Time: 14:00

Location
Quayside,
Wilderspool Park, Greenhalls Lane,
Warrington,
WA4 6HL
Map of Quayside, Warrington
Health & Safety
All crew to wear protective footwear (No flip flops, sandals or open toe shoes)
All crew to wear sensible clothing (No shorts. Only jeans or long trousers permitted)
Full risk assessment attached.
Production Requirements
Rushes
Parking
Catering
Toilets
Medical
To be downloaded and backed up on set.
On site
On site
On site
First aid on site

Risk Assessment #1 - 21st March 2018
Second City Coffee commercial

SITE: Second City Coffee, Quayside, Warrington DEPARTMENT Moon & Bacon productions HOD Brin Coleman
ACTIVITY Video Shoot ASSESSMENT COMPLETED BY Brin Coleman
HAZARD REF NO HAZARD WHO IS AT RISK HOW MANY HOW OFTEN EXISTING CONTROLS LIKELIHOOD OF HARM SEVERITY OF HARM OVERALL RISK
1 Trips, Slips and Falls Crew, Staff, Customers 1 Any time Crew members to be aware of the surroundings and notice for public 1 1 1
2 Obstruction Crew, Staff, Customers 1 Any time Crew alert 1 1 1
3 Electrics equipment Crew, Staff, Customers 1 Any time Crew alert 1 3 3
4 Manual Lifting Crew 1 Any time Crew alert 2 3 6
5 Filming equipment safety Crew, Talent, Staff 1 Any time Crew alert 1 1 1
HAZARD REF NO ACTION REQUIRED RESPONSIBILITY TARGET DATE COMPLETION DATE
1 Ensure all wires are out of the way and make the public passing aware of the wires Crew 21/3/18 21/3/18
2 Make sure equipment is tidy and others are made aware of equipment Crew 21/3/18 21/3/18
3 Do not touch any equipment other than filming equipment. Use equipment with care and attention. Crew 21/3/18 21/3/18
4 Carry equipment correctly, minimising impact. Crew 21/3/18 21/3/18
5 Make sure equipment is kept tidy and in a safe place not obstructing. Crew 21/3/18 21/3/18

Call Sheet #2 - 23rd April 2018
Second City Coffee commercial

Unit Call Time: 10:00 Weather
Temp
Light Cloud
11°C
Main Production Contact Brin Coleman
Producer/Director Brin Coleman
Production Assistant / Sound Andrea Maria Martinez
Preliminary Schedule - subject to change
Time Action
10:00
10:15
12:00
Unit Call and set up
Film
Pack Up and Crew leave

Unit Wrap Time: 12:00

Location
Room 215,
Fielden Campus,
Barlow Moor Road,
Manchester M20 2PQ
Map of Fielden campus
Health & Safety
All crew to wear protective footwear (No flip flops, sandals or open toe shoes)
All crew to wear sensible clothing (No shorts. Only jeans or long trousers permitted)
Full risk assessment attached.
Production Requirements
Rushes
Parking
Catering
Toilets
Medical
To be downloaded and backed up on set.
On site
On site
On site
First aid on site

Risk Assessment #2 - 23rd April 2018
Second City Coffee commercial

SITE: Fielden campus DEPARTMENT Moon & Bacon productions HOD Brin Coleman
ACTIVITY Video Shoot ASSESSMENT COMPLETED BY Brin Coleman
HAZARD REF NO HAZARD WHO IS AT RISK HOW MANY HOW OFTEN EXISTING CONTROLS LIKELIHOOD OF HARM SEVERITY OF HARM OVERALL RISK
1 Trips, Slips and Falls Crew 1 Any time Crew alert 2 1 2
2 Obstruction Crew 1 Any time Crew alert 1 1 1
3 Electrics and filming equipment Crew 1 Any time Crew alert 2 3 6
4 Manual Lifting Crew 1 Any time Crew alert 2 3 6
5 Filming equipment safety Crew, Talent, Staff 1 Any time Crew alert 1 1 1
HAZARD REF NO ACTION REQUIRED RESPONSIBILITY TARGET DATE COMPLETION DATE
1 Ensure all cables and equipment are tidy.
Ensure coffee beans are cleaned up after every take.
Crew 24/4/18 24/4/18
2 Ensure all cables and equipment are tidy.
Minimise obstruction as much as possible.
Crew 24/4/18 24/4/18
3 Only qualified personnel to operate equipment. Crew 24/4/18 24/4/18
4 Carry equipment correctly, minimising impact. Crew 24/4/18 24/4/18
5 Make sure equipment is kept tidy and in a safe place not obstructing. Crew 24/4/18 24/4/18

Tests and Filming

A few days before filming, I did some test shots at Fielden and made sure all the kit would be ready and organised and all batteries would be charged before we used the kit in Warrington.

Filming went well in the cafe. This was helped by have a script and a shot list, as I knew exactly what shots I wanted, how they should look and where they fitted into the whole idea.

Test shot at home

While I was very happy with what was captured at the coffee shop, I wanted to add some close up shots of coffee beans, something we were not able to do in the coffee shop. The idea was to evoke the luxury and passion of coffee.

I filmed a test shot at my home using the Lumix GH4 and the camera lights I have. I shot at 96 fps with a shutter speed of 1/800 second. The very fast shutter speed was needed to capture definition in the coffee beans as they fell. Anything longer resulted in a blurred image.

The test shot looked good but I knew it would even better if I filmed at Fielden with the FS7 which could also film at 150 fps.

A timelapse of setting up and filming cascading coffee beans in the studio

To shoot the cascading coffee beans again, I used the FS7 with a very short depth of field at 150 fps. I used a shutter angle of just 22.5°. Similar to my very short shutter speed in my home test shoot, this meant I got definition in the coffee beans as they fell rather than motion blur I would have got at a wider shutter angle.

Because of the very short shutter speed, we need lots of light. We initially used a set of three dedolights but it was not adequate so we added a set of three Hadler tungsten lights. Even with this amount of light and the iris fully open, we still had to film at at ISO 2000.

I produced a draft version of the film to see if there needed to be any amendments. Dex Morris, the owner of Second City Coffee, was happy with the film but asked my to add some on screen information at the end of the film.

I knew that Second City Coffee make good use of social media so I also offered to create a version of the film designed to be shared on Instagram.

Dex Morris was very happy with the finished film with his suggested amendments. He started sharing it online and on social media.