Anglian Home Improvements – 50% Sale
Norwich Television Commercial Production Company JMS Group Creates Autumn Half-Price Sale TV Push for Double-Glazing Giant Anglian Home Improvements.
Sometimes it’s best to let a product speak for itself. No gimmicks, no distracting colours, just great lighting and careful composition. This was in the forefront of our minds when shooting Anglian Home Improvements’ latest commercial.
Norwich advertising agency The Point came up with the concept and storyboard, which features a series of close, gliding shots of Anglian Home Improvements windows and doors, culminating in a wide shot of nearly thirty products floating towards each other through the air to form a giant ‘50% off’ sign. You might have already seen it on your screens. In fact, it felt like no sooner had it been shot that it was on air, and gracing seventy two channels no less! We were happy to work quickly and at short notice, and continue through the night to make sure the commercial was ready for its air date.
But the need for speed brought a big technical challenge. Nobody knew, until the eve of the shoot, how many products would arrive and what dimensions they’d be. All we knew was we needed extreme close-up, mid shots and wides, all on the move. So our scene-builder whipped-up a totally flexible rig for the studio turntable. The rig coped with thirty products ranging from an 8-foot door, to a three-panel bay window, to a tiny bathroom vent. Using an FS7 camera shooting at 50 fps, and plenty of multi-layering in post, we achieved the all-important, glossy and smoothly choreographed ‘50%’ end-sequence, in record time. The music was composed and recorded in house and the familiar voice of Philippa Forester accompanies the commercial.