Dexter-Russel came to us after parting ways with their previous advertising agency. They were looking for someone who had the ability to tell the story of their industry-leading cutlery through a series of videos.
I was in on the ground floor of this project as producer, and I did a lot of market and strategy research to help us figure out the tone and production values we should put forward. Dexter supplied the talent, two chefs that have worked with the company before, and I provided the producer and director chops.
Once scripts were developed by Melissa Begley, I made them production-ready and developed my shot lists and production schedule and strategy. I hired some outside crew, since we needed a teleprompter, second camera and makeup. I also directed on set to try and pull the best performances possible from the talent.
When it came to post-production, I managed the process and the team by offering advice when needed, but I wanted to give my team the opportunity to stretch a bit. I did the audio mix for all of the videos, and while some of the edits are a little different than I would have done, overall, I can't complain, as Dexter-Russell is very happy with the seven videos we produced from a tight two-day shooting schedule and small overall budget.
