Video Marketing...in The Matrix?
How do you tell an engaging story in a matter of seconds? You borrow a technique from “The Matrix.”
With over 120 grocery store locations in Iowa, Illinois, Minnesota, Missouri, Nebraska and South Dakota, Fareway Stores is one of the fastest growing grocery companies in the Midwest.
Such growth demands increased visibility, and Applied Art has helped provide that for Fareway (one commercial we produced earlier this year was even featured
in a compilation video seen by over 1.5 million people).
Most recently, Next Step Advertising came to us on behalf of Fareway to see if we could produce a pair of broadcast ads promoting in-store deals. The challenge? The ads needed to grab attention and tell an engaging story...all in a matter of seconds.
To accomplish this, we did what anyone else would do when faced with a seemingly insurmountable challenge: we looked to "The Matrix."
The Technique
If you're wondering how a science fiction film starring Keanu Reeves could have inspired the concept for a grocery commercial, we have two words for you:
"bullet time."
That's the name of a visual effect first popularized in "The Matrix," in which the time and space of the camera appears detached from the time and space of its subject. In other words, "bullet time" allows you to freeze a scene and move inside of it. It brings to life a snapshot of a larger story.
The Concept
This effect was the perfect solution for the new Fareway ads, which needed to sandwich a seconds-long scene around a compilation of in-store deals. Using the effect, we could tell a fully developed story in a matter of seconds, focusing in on a relatable situation that pointed back to Fareway's featured products.
So, with our visual effect nailed down, we went to work developing two scenarios that could showcase Fareway grocery items in the home. We ultimately landed on a steak dinner and a family breakfast. We used the "bullet time" effect to first set up these scenes, returning to each in a closing shot that contained a visual punchline.
The Results
Both commercials were well received once they hit the air. They achieved our original goals, which were to grab attention and tell an engaging story...all
while directing focus back to Fareway's featured products.
Next Step Advertising and Fareway were so happy with our results that we have since produced additional "bullet time" concepts that aired this summer
See below to watch our Fareway "family breakfast" concept in its entirety:
Fareway | Pancakes :15 from Applied Art & Technology on Vimeo.
Written By
Published In
Share
Related Articles
- Why Your Brand Should Be Telling Stories
- Video Marketing...in The Matrix?
- How Podcasting Can Help Grow Your Business
- Breaking through the Noise with Silence
- Fighting Coronavirus: How to Clean Your Touchscreens (and Other Technology)
- 10 Steps To Improving Trade Show Booth Traffic
- Fitness Franchise Knocks Out the Competition with VR
- How to Rank Your Videos on YouTube
- Why Video Should Be Your Top Priority In 2020
- 5 Ways You Can Use Social Media to Increase Live Event Engagement
- When Should You Use Digital or Traditional Ads?
- 4 Ways AI is Transforming Marketing Without You Knowing It
- Our Top 5 Ways to Build an Effective Content Marketing Strategy That Gets Attention
- Vimeo or YouTube...what’s the best video platform for your business?
- The 10 Best Films of 2018
- The Buyers Journey
- 10 Lessons in Table Manners We Learned at the Movies
- "Night of the Living Dead" Turns 50: The Zombie Effect
- Applied Art Celebrates 25 Years - 90s Style
- Build Your Business Site With Must-Click Web Copy
- Celebrating 25 Years: Top 10 Best (And Worst) 90s Fashion Trends
- Celebrating 25 Years: Six Films from 1993 You Need to See Again
- Central Iowa Studio Continues to Evolve as it Celebrates 25 Years in Business
- 10 Must-See Films from the First Half of 2018
- 12 Steps To Improving Trade Show Booth Traffic
- Video For Fundraising
- Explaining Explainer Animations...with an Explainer Animation
- The 10 Best Explosions in Film History
- IGTV: What You Must Know as a Marketer
- Six Ways to Use Animated Explainer Videos
- Four Reasons To Schedule Your Outdoor Shoot Now
- Applied Art & Technology Wins 2018 Telly Awards
- Four Video Marketing Trends to Keep an Eye On
- Applied Art 'Embarks' On New Venture: VR for Dogs
- Des Moines AAF Award Winners
- 6 Ways to Make a Great Pre-Roll Video
- Drawing in Space
- Creating a Killer Spot With Measurable Results
- ARKit: The future of marketing
- Website Accessibility - Is Your Site Compliant?
- Applied Art's Ryan Snaadt Wins Recognition for Sonic Drive-in Marketing Solution.
- Should Your Website Have a Blog?
- Iowa Museum Week
- 8 Types of Content You Should Be Creating
- VR, AR or MR...What’s the Difference & Why Should I Care?
- National Beer Day
- Expansion News!
- What to Wear for the VR Revolution
- Tradeshow Season Is Trending
- Our Favorite Commercials
- Get to know Caitlin
- It’s Zombie Season
- “It's up to me to make that finished piece, what's coming out of the camera, look good.” - Eric Sahrmann
- What do Strong Babies, UnderArmour, and a Clio have in common?
- Shooting Drone Footage and Keeping It Legal
- Immersive Video; Creating an Experience in 360°
- Is Time-lapse Photography the Next Big Thing In Marketing and Advertising?
- High Fives For Fish Nelson & Holden
- Top 5 Iowa Beers You (Probably) Haven't Sampled Yet
- We’re growing!
- To Infinity And Beyond!
- Applied Art Goes Retro; Authenticity Is In
- The secret advantage for creating perfect Pre-roll
- Why creating Pre-Roll videos on YouTube makes great sense
- Super Bowl Commercials
- A Developer's Highlight Reel from CES 2016
- Keeping your New Year’s "Resolution"
- Insights from the Ooma Booth
- Behind the Hoopla
- How Long Should My Video Be?
- 5 Common Website Content Pitfalls
- 5 best uses for explainer animations
- 3 Reasons to Use a Drone
- It's Harvest Time
- Ever wonder how a wind turbine is built?
- Behind the Curtain
- Applied Art & Technology Selected As A Winner In The 36th Annual Telly Awards
- Beware Stats That End in Zero
- Are you smarter than a suitcase?
- How Old Do I Look?
- Is Your Website Ready?
- Music for Creativity
- Report from the 2015 Commodity Classic
- New Applied Art Spot
- Planning a Multi-Generational Interactive
- Using Video for Your Holiday Greetings
- Your Next Sales Tool
- ImageFirst Signs Website
- Responsive design for a better web presence
- Touch Table Explains Pioneer Seed Technology
- 53 Uses for Video
- Pacific Science Center Interactives
- New TV Spot for Greater Iowa Credit Union
- Maytag Commercial Meeting
- Museum Interactives
- Sauer-Danfoss Corporate Videos
- Kari & Billy's New Music Video
- Facilis Terrablock
- Applied Art and Songdish at SXSW
- Paper Cutout Stop Motion Animation
- Iowa Lottery "Game Book" TV Spot
- Hollywood Undead "We Are" Directors Cut
- U.S. Army Corps of Engineers
- Carrie Chapman Catt Multi-touch Table
- New AVDimensions Animation in 4K Resolution!
- Forest Septic Tank Service Launches New Website
- Let's Talk Page Fold
- Heart Mountain Interpretive Center, Wyoming
- What's the difference? Single, Dual and Multi Touch Monitors
- Google+ Field Trial and Review
- Mark Hawes Benefit
- Applied Art Produces Sauer-Danfoss Promotional Videos
- Civil War Mobile Exhibit Trailer
- Three C's for Good SEO
- Applied Art Develops Trustwave Multi-Touch Presentation
- Applied Art Coordinates International Shoots
- Slipknot Rocks Applied Art Once Again!
- Applied Art Develops Real-Time Applications for CNET
- Center on Sustainable Communities (COSC) Launches New Website
- New Programmer Joins Applied Art
- New Interactive Tracks Iowa's Civil War Regiments
- Keep Iowa Beautiful Launches New Web and Microsite
- Coalition to Support Iowa's Farmers Launches New Website
- DART Launches New Website
- Slipknot Download Concert
- Applied Artisans Participate in 48 Hour Film Project
- Applied Art Produces 2010 ISU Football Spot
- The German Immigrant Experience: 1845-1925 Wins National Award
- Iowa Lottery Cash Bonanza TV Spot
- Video on the Web - Streaming vs Progressive Download
- Ape House Promotional Video
- Iowa Hospital Association Social Media Conference
- ACH Food Companies Launches New Website
- Iowa Lottery Silver Anniversary TV Spot
- Applied Art Produces Kemin Rosemary Video
- Finley Alt Smith Law Firm Launches New Website
- Iowa Diabetes and Endocrinology Center Launches New Website
- Allied Insurance Website Features Applied Art Produced Flash Animation
- Applied Art Produces Slipknot "Snuff" TV Spot
- Applied Art Edits and Animates Purina Mills Video
- Applied Art Produces ISU Basketball Opener
- Darlow Christ Architects Launch New Website
- Ag Connect Expo
- Christmas eCard from Luther College
- Who knows about High Def? We do...
- Graphics Demo
- Applied Art Creates Interactives for German American Heritage Center
- The Coalition to Support Iowa's Farmers Launches Green Farmstead Partner Website
- Applied Art Assists With 2009 Ambassadors Tour Event
- Mercy Medical Center - West Lakes Launches New Website
- Camp Hertko Hollow Launches New Website
- The Danish Immigrant Museum Launches New Website
- Applied Art Launches Interactive Media Website
- Perinatal Center of Iowa Launches New Website
- Fareway Announces First Website
- New "Special Effects Demo Montage"
- LED Display Comparison
- New Iowa Lottery Ad Features Iowa Veterans
- Iowa Center for Translational and Clinical Research Launches New Website
- How to Shoot Better Blog Video
- Experiments Video
- Vein Center at Iowa Heart Ad To Premier During Super Bowl...in HD
- Follow us on Twitter!
- ©2020 Applied Art & Technology.
- Terms of Use
- Privacy Policy
- Contact