concept / direction / photography / post-production
Gelostandard s.r.l. is a world leader in pastry and icecream cabinet production. In 2014 they start to realize a serie of cabinet's opening unique designs, a simple but clever innovative system thought to make life easier to field professionals.
I've been asked to produce a serie of videos with the aim to highlight the unique cabinets designs keeping the audience attention over opening's distinctiveness.
Client's brief was focused on highlight cabinet's design while maintaining the attention over the opening technology. I thought it would have been nice to show some technical insights due to the strong field knowledge of their prospects. I started working on engineer's CAD sheets trying to figure out a visual solution matching all brief's needs and I came out with a couple of style frames. I took the decision to shot all the takes with wide movements on trail to enhance the opening moves. Once storyboarded to have a clear idea, shooting was ready to start.