Lala
“Rise and Thrive (DC)”
Lala-licious.
The creative from the agency was very well developed and there was a spinning transition called out in the boards. We were immediately excited about the potential opportunity to spin the camera and create practical transitions, while also crash zooming, which we had never seen done. We explained in detail how we’d execute and it became a shared excitement with Upshot Agency.
The concept was then based around practical in-camera effects. Since the essence of the spot was to show how Lala’s smoothie moved someone throughout their day we leaned heavily into timeless camera moves. We found a head that allowed us to spin the camera 360 degrees. We also tested multiple zoom lenses that gave us the look we wanted while also having the right focal lengths that bracketed the zooms. The zooming needed to be fast enough to make sure our talent had time to deliver their lines on time. The blocking of all things needed to have great rhythm in order to keep the edit interesting and again, on time. Lastly, we shot everything on a dolly so we could be even more dynamic with the camera and zoom lens.
We were shooting for multiple aspect ratios and different length spots, so we used frame lines to keep everything mostly center cut. Shooting all the transitions in camera allowed us to actual stay on schedule and limit the amount of coverage and setups needed.
Ultimately, this was a super fun shoot because the challenge we created was what we most looked forward to.
Crew
Client: Lala
Agency: Upshot
Production Company: All Day Breakfast
Production
Director: Adam Moorman
EP: Lauren Moorman & Adam Moorman
Producer: CJ Richter
Production Supervisor: Madison Ginsberg
Assistant Production Supervisor: Sam Ramsey
1st Assistant Director: Saró Melero Bonnin
2nd Assistant Director: Lua Borges
Script Supervisor: Patrick Jennings
Camera
Dir. of Photography: Jon Hamblin
1st AC: Matt Miele
2nd AC: Eva June
DIT/VTR: Brandon Sweet
Digitech: Gadi Solis
Utility: Richie Brennan
Grip & Electric
Gaffer: Stephen Wester
BBE: Sam DeMio
Swing: Ryan Zeller
Key Grip: Pierce Ellner
BBG: Brandon Scales
Dolly Grip: Thomas Schroeder
Art
Production Designer: Victoria Messina
Set Dresser: Chesney Gregorie
Set Dresser: Grace Junk
Prop Master: Amanda Brinton
Food Stylist: Shannon Kinsella
Vanities
Wardrobe Stylist: Francesca Dupont-Madinier
Wardrobe Assistant: Jillian Shallow
HMU Stylist: Marla Del Angel
HMU Assist: Nini Jenkins
Audio
Location Sound: Ed Bornstein
Locations
Location Manager: Dan Marcus
Location Assist: Will Noonan
Misc
Craft Services: Mike Sprague
Animal Trainer: Christine Mahaney
Studio Teacher: Nancy Luiz
Moho Driver: Mike Muschong
Rigging: Nathan Destro
Production Assistants
Key Prod Assistant: Juwann Nelson
Prod Assistant - Set: Alex Von Bruchhaeuser
Prod Assistant - Set: Anna Piercynski
Prod Assistant - Truck: Jaime Herrera
Prod Assistant - Set: Louie Morco
Prod Assistant - Van: Nik Semko
Talent
Mom: Erinn Friedin
Commuter: Nicholas Bailey
Yoga Female: Jisel Ayon
Yoga Friend: Jesi Mullins
Artist: Austin Kairis
Dad: Neftali Morales
Kid: Ava Doty
Kid: Mia Perez
Commuter / Yoga BG1: Sabine Wan
Commuter / Yoga BG2: Shareef Chandler-El
Commuter / Yoga BG3: Monica Patankar
Dog: Kroix
Post Production
House: Optimus
Editor: David Cea
Colorist: Paul Galati
Color Assistant: Colin Cubr
VFX Supervisor: Ryan Wood
Finish Assistant: Christian Allan
Senior Audio Engineer: Marina Lillion
EP: Tracy Spera
Assistant Producer: Helen Diep
EP/Managing Director: Brian Hrastar
Locations
House
Glen Ellyn, IL
Sidewalk
Ravenswood - Chicago, IL
Yoga + Art Studio
Ravenswood Arts Center - Chicago, IL