UEFA CHAMPIONS LEAGUE
CONCEPTS • SET DESIGN & BUILD • ART & SHOOT DIRECTION
Sponsoring Europe's premier football tournament, the UEFA Champions League guarantees a lot of eyeballs on your product. Whilst working as Head of Content creation at digital agency Jaywing I had the pleasure of concepting and creating social content for various Pepsico brands sponsoring the UCL.
One of those brands was Lay's and its British counterpart Walkers. For Lay's, the concept behind the content was to celebrate getting together at home with mates to watch the big game and to put the snacks at the heart of the action, making them an integral part of the experience and capturing all the moments that occur during a game. The emotions of joy and despair, the behaviour of mates when sharing the snacks and also being playful with the packaging designs and delivering more imaginative ways of announcing competition giveaways.
Creating variation within the room sets for each different piece of content
With a huge number of setups to get through (multiple concepts x number of brands x number of flavours) , the environment needed to be flexible enough to keep the room set up looking different and fresh between posts. A single room in the office was occupied and dedicated solely to the filming of content. The room was split down the middle along its width, decorating and furnishing one half in a light colour scheme, the other half in a dark colour scheme so that by simply turning the camera 180 degrees, the viewer would be in a completely different setting. The room was further furnished with brand accent colours of red and yellow to subtley reinforce the branding and tie in with the wardrobe that the models would wear in some of the content.
Behind the scenes and behind the cameras
To keep the content fresh, a number of different techniques were used to create thumb stopping posts that would stop the viewer scrolling past. Cinemagraphs, faux 3D, Boomerangs, slow motion and good old fashioned camera trickery where all used to increase the variety and dynamism of each piece.
Downtime between takes
Filmed in a different location, the very first piece of content to introduce the partnership with the UCL played off the idea of the classic tunnel walk and entrance to the pitch seen at the start of the game. This time, instead of footballers, it would be a group of mates making their way to the living room and grabbing their spots on the sofa, snatching the matchbowl (not match ball...) on the way. As with the other content, with key variety of flavours and different brands to capture, each single piece of content was filmed multiple times to capture the variation.
Empty seats and colour coordinated cushions
The carnage before the calm, creating the room set piece by piece from Swedish made furniture and chromakey
The view from the other side always looks a lot tidier when everything is built and positioned in its rightful place
