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The Brief: to produce a short film capturing the sights and sounds of Camden Market for a market-leading website.
The product: ‘Best of Camden’ has for many years led the field from the other websites offering to guide the web-visitor round Camden Market. However, the owner was still keen to have a film which would be part of the home-page and would draw the viewer in….
Target Audience: Assumed to be young, trendy and cool.
Strategy: We decided on a mainly word-less style, mixing images and background music with some sound-bites. A loose narrative structure would be given by filming a young couple wandering through the market, interspersed with fragments of interviews. Another compact Handycam would take natural shots in the background, giving a ‘fly-on the wall’ effect.
Production: Working independently, the two cameras soon picked up on the hundreds of exciting images waiting to be recorded. The music posed different problems:
“Selection of the sound track was crucial as it was clear that a distinctively ‘Camden’ sound was a must”, says our Director. “But we were lucky to secure the use of funky upbeat music from a local band.”
Driven by the music, the editing style used rapid quick-fire image changes, contrasting with slower, lingering shots for the quieter moments.
Distribution: Once finalised to everyone’s satisfaction, the film was loaded onto the website and, to date, has been seen by over 100,000 viewers.
Comment: A very successful project which has attracted much favourable attention because of the quality of photography and the way the images, music and sound-bites work together.
“This is indeed a gem of a film and it fulfils my requirements to the letter. The whole thing is most professional and stylish in look and the photography and editing are particularly masterful. You have managed to make almost every second interesting with much wit ….”
Chris Tucker, Founder and Webmaster, www.bestofcamden.com
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