The Food Scene

Let me start by saying the food scene in Guadalajara, Mexico is out of this world! I'm not even kidding, it's like a fiesta for your taste buds. Ok now that’s out of the way. Check out these final spots, where we totally crushed some seriously tricky motion control shots that would make any cinematographer do a salsa dance. And get this, I'm about to take you on a behind-the-scenes journey of how we nailed these shots in the heart of Mexico. Vamanos!

Lay’s | Movie Night

Direction

We wanted the performances to be real and authentic, but with a twist - because of the reversal aspect, we needed to capture the character's satisfaction in a way that would amplify the amazing taste of Lay's. And let me tell you, the idea of moving forward and backward at the same time had me hooked from the get-go! It was a great concept that was unlike any other tabletop shoot I'm ever done.

We were on a mission, propelled forward by this awesome momentum that just kept driving us. And when this project landed on my plate, I knew it was going to be a wild ride. It's the kind of commercial that you'll want to watch over and over again, trying to figure out how we captured that surreal macro environment and made it look so deliciously real. Cause it was real! No VFX or CG.

This commercial was like a sensory explosion - it wasn't your basic food ad. It had layers and depth that made it pop off the screen using live action and tabletop with motion control bridging the gap between them. And get this, even though we were shooting in another country on location in Guadalajara, Mexico, with robots no less, the crews there were top-notch and made it all the more remarkable. Plus, it was only a 6-hour flight from NYC, which was way better than jetting off overseas. We crushed it there!

Testing & Pre-visuals

Let me tell you about the dream team behind this project! I was lucky enough to work with the legendary director and my friend, Steve Giralt, who served as the cinematographer. Our schedules aligned perfectly, and we were both itching to collaborate, so it was serendipity at its finest.

From the get-go, we knew that this project was going to require a ton of pre-visuals and camera tests. Our Executive Producer at The Garage Halie Graham was no doubt the mastermind behind it all. She was amazing in action. But the minute we stepped foot on set, we were laser-focused on capturing authentic performances and landing the perfect shots in the stunning location of Mexico, not in some stuffy studio. Of course, it came with its own set of challenges, but the technical wizards at THE GARAGE were simply awesome and made it look like a breeze.

Before we went down, we teamed up with the creative geniuses at BUCK to storyboard the spots, previz in CG, and even did a few days of studio testing beforehand just be 100% sure of the approach. But we knew that our ultimate test would come when we touched down in Mexico with our entire team. We had to set up rigs, run more tests with our Mark Roberts Motion Control robot down there, and get everything dialed in before we could start filming. Luckily, our partners at FFFRAME, who have a full-blown production and post facility with top-notch visual effects, made everything turnkey for us. They made us feel right at home, and we couldn't have done it without them!

QUICK BREAK–
FOOD SCENE THERE WTF!

Alright, let's take a quick break from all the behind-the-scenes talk and let's talk about the real MVP of this whole project: the food scene in Guadalajara. Let me tell you, it's not just good, it's out-of-this-world amazing! I'm talking about everything from fine dining to roadside tostadas that will leave you in tears (of joy, of course). I'm not just hyping it up, this is the real deal. The place was firing on all cylinders, and I was absolutely blown away. To be someone who adores food and then be working someplace that is having a food revolution just totally made me go bonkers.

And guess what? Our partner company down there, FFFrame, not only kills it in the production and post-production game, but they also happen to own some of the best restaurants in town! Let me tell you, they are incredibly hospitable, and they fed me like a king for days. Seriously, I could go on and on about the food scene in Guadalajara, but I'll let the image break below speak for itself.

Oh, and did I mention that we actually took a trip to Tequila and did a tasting? It was only about an hour's drive away, and let me tell you, it was an experience of a lifetime. Trust me, you don't want to miss out on this kind of adventure if you ever film down there!

Pre-visuals & Scouting

I kick off the fun by grabbing my iPhone, why not? I'm bursting with excitement to bring these commercials to life. Sometimes, even if it's a bit rough, you just gotta do it. I'll grab a friend or talented buddy to assist me. As an editor, I start by shooting rough clips and stringing them together to see how the timing and edits flow. We test the macro shots of the chips with the Bolt. Imagine capturing falling chips with super shallow focus, with only an inch of margin for error! At the same time, we need a rig to fire at the precise moment as the Bolt begins, in order to capture that perfect moment at 500+ frames per second. It gets even more complicated because we want to create this cool parallax effect with the chip fall and the chip bite. The chip bite is a bit easier because we can be wider, but making it smooth is still a challenge. The chip fall is incredibly complex. You have to shoot from such a shallow distance, that fast, it's like an inch away! But that's what makes it awesome! More below…

The role of moco (motion control) and rigging is paramount in commercials like these, although typically executed within the controlled environment of a studio. What makes shooting on location unique is the meticulous preparation that must take place beforehand in the studio: testing and refining the techniques to be employed on set. For instance, we utilized prime lenses, moco, rigs, and high-speed settings to capture the chips falling with an incredibly narrow plane of focus. Additionally, we incorporated camera rotation to create a captivating parallax effect, highlighting the hero chip amidst a sea of others. The creative concept developed by BUCK was so brilliant that we were determined to bring it to life flawlessly.Another critical aspect is the precise synchronization of the rig firing and the engagement of the motion control robot, both occurring within split seconds of each other. To ensure seamless execution, I worked alongside our talented FX Rigger, Sean Kryston, in our studio in Brooklyn, prebuilding and extensively testing the rigs. We then transported the necessary equipment to the location and collaborated with our exceptional local team in Mexico to source the remaining resources.A further challenge arose from the reverse footage utilized in the final spot. As everything was reversed, we had to execute camera movements in the opposite direction while coordinating the forward motion of the actors and chips. The mental gymnastics required for this task may not initially seem overly complex, but the reality becomes evident once the tests are underway. Our minds naturally work in a forward motion, making the simultaneous coordination of these elements and the capturing of perfect shots a demanding yet exhilarating endeavor.Ultimately, the precision required for shooting on location far exceeds that of a typical studio shoot, differentiating us from the rest. Embracing the exploration of new frontiers and pushing the limits is what fuels progress and opens up endless possibilities for creative minds. As a collaborative art form, this pursuit of excellence is something we will forever strive for.

Production Design

Our local team was simply amazing. For the Picnic spot, we were lucky enough to shoot on location, so there was minimal building required. However, for the Movie Night spot, we had to construct a studio from scratch to capture the specific shots and acrobatic movements we envisioned for the talent. We needed to emphasize the actions going forward, so that when played in reverse, they would appear larger and more impressive. These details were crucial to iron out before shooting, and our team made sure that everything was in place to execute our vision flawlessly.

Huge shoutout to Steve Starkman - Product Specialist and chip magician. His attention to detail and focus on set was unmatched. It’s a blessing to be able to work with a master. If you don’t think there is an art to this you are sadly mistaken!

Wrap

Well, after a wild week or so in Mexico filled with tequila shots and questionable decisions, it was time to head back to reality. I had so many crazy experiences that I couldn't even mention them all here, but I highly recommend filming with THE GARAGE and FFFRAME if you want to have an unforgettable shoot. The clients Lay’s / Pepsi and creative team at BUCK were so fun to work with. Truly blessed to have been a part of it. This shoot was definitely one for the books and I even learned a thing or two about the local culture in between shots. Honestly, I feel like I ticked something off my bucket list I didn’t know I had on it. If you ever want to chat about it, don't hesitate to slide into my DMs 📥Stay awesome,
Charles Nordeen
Commercial Director