Our Goal
On Target Living asked us to tell the story of transforming a young wheat plant into the world’s finest wheatgrass juice! It’s easy to talk in terms of benefits to the consumer, but in a competitive “health greens” space, we determined transparency and seeing just how natural the products are would be a great stand out feature to highlight. The video would be used primarily on the product page of their site, but also in ads, social, and more.
Film Day
Because the harvest window is so short and unpredictable we squeezed in this trip last minute. We loaded up at dusk and made our way to Stouffville, Canada on a beautiful spring day.
We arrived at Stem Family Farm where we met with the owner Derek. He gave us a full run down of the facility and an overview of the process we would see, we took careful notes to make the editing process easier and ensure we got all the shots we needed to tell the complete story.
Because we were filming in an active work area with tight quarters and an even tighter schedule we filmed on a small camera set up to stay mobile and ensure we got what we needed without much set up time. Everything went smoothly and we made the trip back to the US the same day, what a haul!
Post Processing
The video came together easily, the nature of process videos is very chronological which gives you a clear narrative goal. A few adjustments were made to ensure questions were satisfied throughout the video such as “what happens to the pulp after juicing?” We shifted things around for a clear and balanced order.
Once we were satisfied with the order we scripted a voiceover piece and recorded it with our very own Heath. He did a great job conveying the information in a fun, yet clear way. Our goal was to ensure it was a fun watch, yet also showed why On Target Living has a world class product and I think we nailed it! Check it out below!
