Earlyrise Baking Co.
Director — TVC
Earlyrise Baking Co, a century-old bread-making institution in Central West NSW, partnered with Avenue 85 to launch their brand into mainstream supermarkets across New South Wales. Avenue 85 reached out to me for a standout brand campaign, and my creative direction was integral to the project.
I collaborated with the team at CoBox to develop a soft launch campaign, which included five commercials showcasing the Earlyrise Baking product range. We needed a cost-effective approach, so I focused on recreating an early morning scene in the CoBox studio space. Using production design magic, we set up a table-top (a door) to capture the essence of a warm breakfast morning. With a motion-controlled slider head, we achieved a reveal effect with camera movement across the set. The results impressed the client, and the campaign launch was well received with sales seeing an immediate boost.
Table Top of the Morning Scene Set
Adjusting the Motion-Controlled device while filming the Morning Scene set
