I’ve been telling a lot of new creators and business owners for years that you don’t need a big budget to create engaging ads. In fact, viewers nowadays would often prefer to watch User Generated Content or phone footage on an Instagram Story to see the true nature behind a company’s brand. So when it comes to video ads, it’s good to find a balance between what your viewers want to watch and what your brand wants to express as its true voice.
Now in the realm of video marketing, creativity often trumps budget. Alex Grima's recent endeavor—a stunning commercial for Twinings Tea—stands as a testament to this principle. With a blend of ingenuity, minimal resources, and a dash of DIY spirit, Grima has brewed a visual masterpiece that many video marketers and creators can draw inspiration from. Here's a breakdown of his creative process that led to the creation of this engaging ad.
1. Setting the Scene with Simplicity
Grima's approach to the set was straightforward yet effective. He crafted a modest tea mat as the stage, placing two Twinings boxes and a cup of tea, complete with a tea bag, at its heart. This simplicity in setup ensures that the focus remains on the product, highlighting the warmth and comfort associated with a freshly brewed cup of tea.
2. Mastering Lighting with Basic Gear
Lighting plays a pivotal role in setting the mood of any commercial. Grima utilized two GODOX SL 60 watt lights, one for top lighting and another for side lighting, coupled with an old softbox to illuminate the scene from behind. This setup achieved a warm, inviting glow on the boxes and the overall scene, essential for conveying the cozy ambiance of tea time.
3. The Magic of Post-Production
Despite the limitations of capturing steam directly from the cup, Grima didn't let this hinder the final outcome. He planned to add the steam in post-production, showcasing the importance of flexibility and problem-solving in video creation.
4. Choosing the Right Tools
Grima's choice of lenses—the 16mm Sigma lens for the end shot and the Leica 25mm for close-ups—allowed for a diverse range of shots, from detailed close-ups of the tea bag diffusion to wider shots capturing the entire setup. This variety adds dynamism and depth to the commercial.
5. The Art of Movement
To add an element of motion, Grima placed the cup on a turntable, creating a captivating rotating shot. This not only adds visual interest but also metaphorically represents the stirring of senses that a good cup of tea can evoke.
6. Detailing with Stop Motion
The stop-motion segment, though time-consuming and complex, added a unique charm to the ad. Grima's meticulousness in tearing the tea bag package frame by frame as it rotated on the turntable paid off, resulting in a captivating visual narrative of the tea bag's journey.
7. Creative Problem-Solving
Grima's innovative use of nylon thread and glue to simulate the opening of the tea box is a brilliant example of creative problem-solving. This technique, along with the strategic use of the 16mm Sigma lens, made for a seamless and visually appealing unboxing moment.
8. The Final Touches
The concluding shots, from dropping the tea bag into the cup to pouring hot water, were executed with precision. Grima's careful selection of shooting angles, especially the top view for the water pour, ensured that each action was captured in the most visually appealing manner.
Key Takeaways
Alex Grima's Twinings Tea commercial is a masterclass in making the most of limited resources. Here are some key takeaways for video marketers and creators:
Simplicity is Key: A simple, well-thought-out set can effectively highlight the product.
Lighting Makes a Difference: Even basic lighting equipment can create the desired mood and atmosphere.
Flexibility in Post-Production: Be prepared to use post-production techniques to overcome on-set limitations.
The Right Equipment: Choosing the right lenses and equipment can add variety and depth to your shots.
Incorporate Movement: Adding motion to your shots can make your video more engaging.
Embrace Complexity: Don't shy away from time-consuming techniques like stop motion if they add value to your video.
Creative Solutions: Use everyday items creatively to solve production challenges.
Attention to Detail: The final touches, no matter how small, can make a big impact on the overall quality of the video.
Grima's approach to the Twinings Tea commercial serves as an inspiration for creators to craft compelling content, regardless of budget constraints. By focusing on creativity, resourcefulness, and attention to detail, stunning video ads are within reach.