Production of advertising video is somewhat similar to creating a jewelry piece. Writing a script, preparing for shooting is like creating a sketch, the shooting process is like creating a model and choosing a stone, and post-production — editing, color grading, sound design — is like setting and polishing the jewelry.
Work on the video began back in November 2017, when the director of Parure company contacted our studio. We determined the script concept almost immediately — we needed to trace all stages of creating a piece, show the 'birth' of jewelry from the first stroke to the moment of gifting,
when the ring is truly born.
After approving the script, we launched one of the most interesting stages of production — pre-production or preparatory period. Why is it the most interesting? Because it is at this moment that the visualization of the future project begins: storyboards are created, the visual solution of the video is thought out, casting is conducted, shooting sets are prepared. At this stage, when creative imagination has not yet faced the realities of video production, you can imagine the perfect video, play it through in your head from beginning to end. But how much the fantasy will match the realization will only be shown by the shooting process.
PPM booklet
A presentation document containing several script proposals, the director's and cinematographer's solution for the video, visual references, examples of infographics, and estimated project costs for the specified proposals.
One of the most difficult moments during the shooting stage was working with the finished jewelry piece. According to the script, we needed to show all stages of creating the ring — from sketch and 3D model drawing to rhodium plating and gifting.
It immediately became clear that it was impossible to shoot the entire process in order. Moreover, the shooting day was planned so that the last scene was shot first, where the finished ring needed to be shown in the frame, and the scene with the artist drawing the sketch of the same ring was shot later.
We had to carefully think through the order of shooting scenes and what manipulations with the ring the workshop employees needed to perform. For example, we needed to give a task to the master in advance to remove several stones from the piece, and then insert them back on video.
Or for shooting the immersion of the piece into the rhodium solution, when we needed to achieve the appearance of spectacular bubbles accompanying the chemical reaction, the master had to remove a layer of rhodium before shooting the shot. For us, as people unfamiliar with the jewelry craft, all this seemed impossible, but the master did it with usual ease and without unnecessary questions.
Immediately after the shooting ended, we proceeded to the final stage of production. We had to edit the video, do color grading, and refine several shots using computer graphics (pay attention to the shot of the plastic blank transforming into a jewelry piece).
I particularly want to focus on the musical and sound design. Even at the project discussion stage, we immediately decided that the video should have original music composed. And it should be done by a professional composer. Only then can a truly unique, one-of-a-kind piece be created.
Having gone through all stages of production, the advertising video was delivered to the client in two versions — with voice-over and without. In the first case, the video provides more information, in the second, it better conveys the atmosphere and looks more cinematic. You can watch both versions below, we will be glad if you share your opinion in the comments to the video.
