Social Gelato is the Best Gelato
Speak to any self respecting lover of gelato and they’ll recognize the iconic clear jar of goodness resting happily in the frozen dessert aisle of their local market. Talenti is crafted from the freshest ingredients, with a meticulous attention to detail and love. The same amount of love and respect for those ingredients went into the brand videos we crafted. Our reference material was Talenti’s print campaign, which highlighted those ingredients through knolling: a photographic technique where every ingredient is carefully placed around the jar, forming a tight composition.
For the brand videos, we interpreted the print campaign in a very organic way – by using those same ingredients shot at multiple angles to create a blooming animation around the jar. When we speak about a Talenti “bloom” we’re referencing how a flower bud unfolds into a full flower. Most flower blooms are captured in Time Lapse. They become slow moving, evolving creations. We felt the need to stylize the motion beyond a time lapse and show how all the ingredients relate to each other, unfolding and coming together to create a captivating bloom.
Making food look artistic can be a challenge and it happens to be a strength of ours. We needed each bloom to capture the texture and realism of the ingredients involved. That came from using actual photographic textures as the base of our CG, and using realistic lighting to make them feel integrated in a way that we could only achieve in 3D. We cut jars of Talenti in half to see just how the ingredients are dispersed throughout the gelato. Trust us, the market research for this project was delicious!
Making our Talenti blooms into Instagram videos was the last part of this project and a logical conclusion. We made each into 1 x 1 squares and 9 x 16 story-ready frames because art and food are two of the most shared types of content on IG. Seeing food makes for a hungry audience and we served something to boost any gelato appetite.