Second Bloom
Toast
A spring campaign shot in the last week of winter, on the argument that the interesting part is the bit just before everything opens.
Commissioned as a spring film and delivered from footage shot before spring arrived, which took a conversation.
Approach
Everything a spring campaign usually shows — open flowers, full colour, long light — happens after the interesting part. The pitch was to shoot the week before: buds still closed, colour showing through but not committed, and light that has not yet turned warm.
Long lens throughout, mostly 135mm and up, so the backgrounds compress into flat fields of colour and the subject sits on them rather than in them. That treatment is what carries across the whole set.
On location
A nursery in Lincolnshire over three days, plus one afternoon in a studio for the two shots that needed a controlled background. The studio shots are the only ones with artificial light and they are the two we cut shortest.
Delivery
A ninety-second film, six ten-second cuts for paid, and twenty stills. The colour was graded to a single reference frame so the set holds together when the pieces run separately, which is how most of them ended up running.
Credits
Client Toast
Director Fred Moon
DP Fred Moon
Editor Sylvie Arnaud
Colour Studio Nine
Sound Atelier Onze