DESIGNER'S NOTES - Soar Running
An awesome client of ours, Soar, approached us to create a series of videos for them to compliment their long standing ‘Designer’s Notes’ blog series. This is a series of blog posts which detail Tim’s - the brand’s founder and designer - thought process behind each of his garments - the genesis behind why they were created, the decisions behind materials, construction choices, etc.
The result of the original blog series proved to substantially increase the brand’s sales for the garments which were featured, presumably (we assume!) because potential customers were able to get a real considered feel for the products they were looking at.
We wanted to build on the proven success of this blog series by creating a high quality, succinct, video series with Tim’s notes on a large selection of the Soar range.
Over two production days we created thirteen Designer’s Notes videos which are slowly being released via IGTV and a considered push through the Soar Email Newsletter.
The entire garment and product side of the thought process was taken care of by the client. It was our job to essentially find the studio (we found a lovely one just round the corner - http://www.streetstudios.co.uk), agree on a production schedule and and plan/arrange lighting/grip hire.
Originally we had talked about getting permits and doing the ‘b-roll’ studio shots out on the road, shot from a car, however it was decided the controllability of a studio environment would make more sense, and we could create the authentic running motion on a treadmill so it became a no brainer.
Production day 1 - Inside the Soar studio. A half-day video shoot in the Soar office space with Tim going through the designer’s process for each of the garments. We captured audio on this day and filmed from a static camera and a second ‘free roaming’ camera for added visual interest - from which we have used the majority of the footage.
Production day 2 - In the studio. A half-day in the studio to create motion footage of each of the garments on a treadmill which we rented in. An hour of setup, another hour of finessing. Once we had worked out an appropriate shooting system we were able to crack through each garment in about ten minutes.
We worked with one runner/model for the entire shoot, who was super. An exemplary runner (and Soar brand ambassador) who made the job for us very simple as we could just trust that he would always ‘look good’ through the glass. It was a very simple process - we’d have him change into the garments we needed to shoot and then ran through the same ‘shots’ for each garment. He was probably only running for a total of two minutes in each garment. We had him run at a real-world running pace - which is an important consideration considering the target market.
It was a super hot day (especially for the runner under HMI’s!) so we had three large fans on set to cool him down as much as possible!
Lighting / Studio / Grip
A fairly simple setup, our studio space was large with a white infinity cove. We wanted the clothes to be hero-ed with no distraction.
A treadmill was hired in for the shoot from a nearby movie prop rental house. Being a short notice booking, there wasn’t any availability for ground floor studios, so it took four of us a considerable amount of effort to haul it up and then back down the stairs. It was dumped in reception the evening before in a not-my-problem fashion (fair enough!). Physical training done for the day!
Lighting hire consisted of 3x HMI’s (a 2.5KW and two 1.2KW’s) and some stands on coasters for easy manoeuvrability. We decided against scrims and diffusion. After some experimentation with washing the cove in white we ended up using only two of the lamps - grey made the garments ‘pop’ a lot more. We cross-lit our subject.
The studio and grip hire came in just over £1,100 including VAT for a late booking, which was really decent. All very seamless.
The 13 Assets
Final Media Distritbuion
Two examples of the assets in distribution across Soar’s channels.