Shooting a Commercial

Scene one. A foggy, chilly, humid morning at one of North Augusta’s foremost landmarks. The fog so thick that from the verandah, downtown was not visible. Cars begin to climb the hill and park along Carolina Avenue. Public Safety is on hand to handle the traffic and possible intruders. A truck arrives pulling a sleek silver enclosed trailer and moments later the enticing aromas of roasting chicken and pecan crusted fish fill the air. As the fog begins to lift more people arrive and begin pulling out camera equipment, lighting equipment, audio equipment and all of a sudden the area around Lookaway Hall and Calhoun Park is buzzing with humanity.
A production company from Dallas, Texas, Stone Core Films, was in town to shoot a commercial for University Health Care Systems. But before they began they sat down for lunch and I had to get a look at the food. Along with the pecan crusted fish and roasted chicken, they served steamed vegetables and a few other healthy choices. All the cooking was done in this streamlined trailer that was so narrow the two chefs inside had to turn sideways to pass each other. The catering company, Shooting Star Catering out of Atlanta, is owned by Jeff Gardner whom I spent a little time with after the noon meal was completed. Turns out this trailer was a small one compared to his others and even though some food is stored in the trailer as well as the accompanying truck, his food distributor meets him everyday wherever they may be shooting. Jeff told me that they do breakfast and lunch for the crew everyday they are on location. As soon as breakfast is over they pack up and move to the next site to start preparing the noon day meal.
I also had a chance to sit down with Stephanie Ryan, one of the production assistants to find out a little about the production company and just how shooting a commercial works and how they pick the locations. First of all location scouts are sent to the area. The scout takes photographs of location that have the right feel for the particular client they are filming for. The photos are then sent to the director, Norry Niven, who chooses the sites by his gut; by feel and beauty. He and his production staff meet with a crew from Atlanta then travel to the location, this time our area, to choose the “actors” so-to-speak for the commercial. There were no paid actors in this commercial. All participants were employees of University Health Care Systems. Among the sites they chose was Synergy Stables in Beech Island and The Heritage Inn and of course Lookaway Hall and Calhoun Park. This particular commercial was filmed from Friday the 4th through Thursday the 10th then post production starts. The film, 35 mm, goes to the editor, then to visuals, then to sound, then to color correct, music is added, special effects, logos are added and that long journey produces the rough cut which is sent to the client. The client then has the option to approve as is, make changes or disapprove. If or when approved the rough cut goes to digibeta and sent out for media buys. Once the media purchases it the spots are chosen and we get to see it in its completion. It was an exciting opportunity to watch this take place and learn how this was done.