Project Description
Project Brief
In the summer of 2016, IE Studios was approached with a need for a series of videos promoting a new campaign collaboration between Subway and the American Heart Association.
Crews collected footage from the streets of Atlanta, Seattle, and Austin, TX asking people whether they were #teamfruit or #teamveggie. The campaign launched September 23, 2016 on the American Heart Association Youtube channel presented by Subway.
IE Studios was the production crew chosen in Atlanta, and we were asked to walk around the city with a bag of fresh fruits and vegetables just purchased from a grocery store. We were supposed to ask random people from different demographics to 1) hold the fruits and vegetables in their hand and 2) answer fun questions like “If you were a fruit or a vegetable, what would you be?” and “What’s Atlanta’s Veggie Scene?”
Justin Roy (our interviewer) walked the streets of Virginia Highland, Peachtree St, around Centennial Olympic Park, and inside Piedmont Park on August 31, 2016 as Charles Georgi (Director/Cameraman) followed close behind.
We had a lot of fun with these shoots. It was the end of August so the temperature was up there, but we thought it was cool to meet these random strangers. Most everyone we talked to were friendly and genuinely nice people.
In Virginia Highland, for instance, the very first person we interviewed was an obviously bright, attractive young woman who was probably on her way somewhere important. Instead of brushing us off (a guy with over=ear headphones on and another guy with a camera), she stopped and smiled and agreed to answer our “fruits and vegetables questions” on camera. She was awesome!
We actually found quite a few people at these various locations around Atlanta who were willing to stop and hold our fruits and vegetables. It was kind of surprising because we totally expected most people to reject us.
After we were done shooting that day, IE Studios began editing the promo videos as we were hired to do, and thsi is when Charles Georgi (Director/Editor) had the idea to create a :30 +Color commercial which could also be used as an Intro/Outro sequence for each Promo. The commercial would be set to Dubstep music and feature the animated +Color logo along with logos for the American Heart Association and Subway. We weren’t hired to do this, but Charles made it anyway.
This was a huge hit with the AHA and Subway creative teams. Basically, after seeing our edited promos (which included the :30 dubstep intro/outro sequence), they asked us to edit all of the Seattle promo videos as well including a similar intro/outro sequence featuring the city of Seattle. They asked us to do the same intro/outro sequence for the Austin, TX promos as well.
These videos were being advertised across the US in these various regions to promote a Live Youtube Event which was to take place on September 23, 2016. IE studios was honored when we were asked to create special intros, outros, lower thirds and other graphics for this live event which was shot at YouTube headquarters in NYC featuring Dylan Dryer from NBC.
On the days leading up to this event, IE Studios was hired to produce digital ads for a Food Truck event that would happen in Union Square NYC. The ads were displayed on one of the largest digital billboards in the world at Times Square.
Atlanta
Promotional Ads and Commercial Spot
:30 Commercial Spot
Peel, Chop, Slice, or Dice?
Subway
What Would You Be?
What’s Atlanta’s Veggie Scene?
Who Will Win?
Seattle
Promotional Ads and Commercial Spot
:30 Commercial Spot
Peel, Chop, Slice, or Dice?
Who Will Win?
What’s Seattle’s Veggie Scene?
Austin
Promotional Ads and Commercial Spot
:30 Commercial Spot
Subway
What Would You Be?
What’s Austin’s Veggie Scene?
New York City
Times Square Digital Billboard Ads
Broadway
The digital billboard wraps around the Paramount building at the corner of Broadway and 43rd Street.
We designed the same video advertisement in two different orientations (landscape 16:9 and portrait 9:16) to play synchronized exactly one with the other.
Both Subway and the American Heart Association were super pleased with the result, and the project was a complete success.
43rd Street
43rd St and Broadway
Skills Needed for success on this project
IE Studios involvement in this project grew from a small part to quite a large one. Originally hired to simply capture interviews in downtown Atlanta, we quickly became the project’s prominent editor and producer of all promo videos, graphics, digital billboard ads, and finalized content for the Live Youtube Event. This was a result of our team’s bold initiative and editing prowess that our client’s have come to know and trust.
Initial Concept Planning
Began in August 2016. Locations determined by IE Studios. Shot list initiated by Subway and AHA, and the shot plan executed by IE Studios. All equipment, fruit and vegetable purchases, and travel accomodations for IE Studios crew, and other miscellaneous items included in our final quote to our client.
Shoot
All shooting was done on August 31, 2016.
First shoot was performed in Virginia Highland, Atlanta, GA followed by Centennial Olympic Park, Piedmont Park, and finally Peachtree St. Setup began at 10:30 AM and we worked until tear down at 6:00 PM.
Post Production and Final Delivery
Editing, Motion Graphics creation, Coloring, Sound Effects, and export revisions took about 1-2 weeks. Both Subway and the AHA were ecstatic about the :30 dubstep commercial we edited for Atlanta and they asked us to edit all of the Seattle and Austin Promos as well. After delivery of all promos, ads, graphics, and other content, the project was a complete success.
Good Stories
The most interesting part of any good thing is its story. How did it come to be now from where it came from? What challenges and struggles did it need to overcome on its way to here and now? How did you overcome those challenges, and what did they teach you? What’s your story?
Make Great Videos
A great video moves an audience, and they feel something. It should portray people as real and authentic….the way they actually are in real life. It should inspire ideas and actions and thought. From the time of conception to final delivery after all production, enjoy the creative journey.
