Case Study: Building Back – Short Commercial Documentaries in 24 Hours
Client
How Jauja Mexican Kitchen, a small business located in Brooklyn, New York.
Objective
To create a short, impactful commercial documentary within 24 hours to support small businesses affected by the COVID-19 pandemic.
Concept
The project, "Building Back," was launched to help small businesses create professional video content they could use to attract new customers and grow their brand visibility. The team aimed to deliver high-quality commercials on a tight budget and schedule.
Challenges
- No prior planning or scouting before arriving at the location.
- Limited time for filming and editing (24-hour timeline).
- Conveying the authenticity and passion of the business owner in a concise two-minute format.
Execution
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Pre-production:
- Minimal setup time (10 minutes).
- Organized footage and interview elements on-site.
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Production:
- Filmed B-roll highlighting the ambiance and food preparation.
- Captured an emotional and genuine interview with Emilio Hernandez, the business owner, sharing his journey and vision for the restaurant.
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Post-production:
- Edited the interview to a two-minute piece for maximum engagement.
- Added music, animations, and a color palette inspired by the restaurant's Mexican heritage to evoke authenticity.
Outcome
- Emilio Hernandez was thrilled with the final video, expressing pride in sharing it with his community.
- The video showcased the restaurant's vibrant atmosphere, delicious cuisine, and Emilio's story, resonating with viewers and potential customers.
Impact
This initiative demonstrated how creative professionals can make a meaningful impact by collaborating with small businesses. The "Building Back" project continues to support similar ventures, aiming to uplift local entrepreneurs.