When the Client Approached Us

The client came to us with a clear vision and a detailed creative brief. Our role was straightforward: to execute their ideas while ensuring every aspect aligned perfectly with their brand guidelines.

 

The Importance of a Creative Brief

A well-crafted creative brief sets the tone and direction for any project.

When we first reviewed the brief, we focused on identifying the key do's and don'ts.

Here are some crucial insights we gathered:

• Script and Tagline: If the KOL (Key Opinion Leader) chooses to improvise the script, they must ensure proper pronunciation and deliver the tagline accurately.

• Brand Positioning: Prego must not be referred to as “fusion,” “Italian,” or “Asian.” It must strictly be positioned as “Western.”

• Audio Standards: Audio clarity is essential—avoiding crispy, echoey, or distorted sounds.

• Visual Guidelines: The brief included comparison photos to demonstrate the acceptable arrangement of dishes. The main dishes should be the focus, with their size clearly dominant compared to the others.

• Wardrobe Requirements: Attire must be green, gold, or white—strictly avoiding blue or red. Outfits should be modest and smart casual, with no short pants, mini skirts, sleeveless tops, crop tops, or clothing featuring large logos or visuals.

• Backup and Review: Multiple backup footages are a must. Every angle and shot framing should be reviewed thoroughly to avoid making the Prego sauce appear diluted. This attention to detail helps maintain the right impression about the sauce’s consistency.

• Campaign Theme: The main contest theme, “Bigger Buys, Bigger Wins,” underpins the campaign’s goals.

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Our Role in the Process

With the client managing pre-production, including talent selection, our focus was on assembling a team to execute the shoot and manage post-production.

Our responsibilities included:

• Ensuring the shoot ran smoothly and captured the client’s vision.

• Editing the video in line with Prego’s branding.

• Handling sound design and color grading to enhance the final product.

 

Attention to Detail in Post-Production

During editing, we paid meticulous attention to the brand’s guidelines. Every cut, sound effect, and color adjustment was thoughtfully considered to align with Prego’s standards. This attention to detail was critical in delivering a polished video that met—and exceeded—the client’s expectations.

 

What We Learned

This project underscored the importance of understanding and respecting a client’s vision. By adhering closely to the creative brief, we successfully delivered a video that reflected the brand’s identity and goals.

Sharing this experience highlights the collaborative process involved in every project. From studying the brief to final delivery, each step offers invaluable opportunities to learn, grow, and improve.