In the realm of advertising, whiskey commercials are often synonymous with sophistication, heritage, and a touch of rugged elegance. Daniel Schiffer, a YouTuber known for his dynamic and creative video content, recently embarked on a journey to create a whiskey commercial in his basement studio for JP Wiser's Deluxe whiskey, in collaboration with the TV show "Yellowstone." This article takes you behind the scenes of Schiffer's creative process, showcasing the ingenuity and resourcefulness that goes into making an ad that's as smooth and bold as the whiskey it represents.
The Challenge of Matching a Theme
The collaboration with "Yellowstone," a show that embodies the spirit of the western drama, meant that Schiffer's commercial had to resonate with the same cowboy feel. This thematic alignment was crucial to ensure that the whiskey was not just presented as a beverage but as an experience that reflects the show's gritty and dramatic aesthetic.
Set Design 101
Schiffer's set design is a masterclass in resourcefulness. Using props like fake wood pieces and wheat stocks, along with live-edge cutting boards for added texture, he created a rustic ambiance that complements the whiskey's character. His choice of a black slate surface from a home improvement store provided the perfect contrast to highlight the whiskey bottle.
The Art of Lighting
Lighting plays a pivotal role in videography, and Schiffer's setup was no exception. He used a Light Bridge reflector to bounce light from an Aperture 300X spotlight, creating accents and making the whiskey inside the bottle glow. This attention to detail in lighting ensures that each shot captures the whiskey's rich color and texture.
Innovative Filming Techniques
Schiffer's approach to filming the commercial was as innovative as his set design. He used an Edelkrone pan pro to rotate the bottle for dynamic top-down shots, going completely handheld to capture the perfect take. His use of a jib and a high-speed camera for super slow-motion shots added a dramatic flair that's essential for a whiskey commercial.
Animation and Post-Production Magic
Perhaps the most striking element of Schiffer's commercial was the animated horses running on the bottle, achieved through keying out a green screen and replacing the static image on the bottle with dynamic silhouettes. This clever use of animation brought the bottle to life, echoing the movement and drama of "Yellowstone."
Utilizing Stock Footage
To fill the negative space in the slow-motion pour shot, Schiffer turned to Storyblocks for a green screen barrel, adding depth and context to the scene. The addition of a smoke overlay from the same service further enhanced the shot, demonstrating the power of stock footage to elevate a commercial's production value.
Capturing the Essence
To capture the essence of whiskey, Schiffer orchestrated a shot with cinnamon sticks and powder exploding towards the camera. Using a stretchy black T-shirt as a backdrop, he created a makeshift trampoline to launch the spices into the air, resulting in a visually stunning effect that symbolizes the whiskey's spicy notes.
The Honey Shot
In a nod to the whiskey's smoothness, Schiffer set up a shot with honey, using additional lighting to accentuate its viscosity and golden hue. This shot not only represented the whiskey's smooth character but also added a textural element to the commercial, appealing to the viewer's senses.
The Result
The final product of Schiffer's efforts is a whiskey commercial that stands out for its cinematic quality, creativity, and technical prowess. Shot in a basement studio, it rivals the production value of high-end commercials, proving that with the right vision and execution, even the most ambitious projects can be brought to life in the most humble of settings.
The Takeaway
Daniel Schiffer's behind-the-scenes look at creating a whiskey video ad is a testament to the power of creativity and innovation in video production. It shows that with the right approach, even a YouTuber in a basement studio can produce work that resonates with the grandeur of a popular TV show and the rich legacy of a whiskey brand. Schiffer's work is an inspiration for content creators everywhere, demonstrating that the essence of a brand can be captured and conveyed through thoughtful design, meticulous planning, and a dash of creativity.