JUCCI | “Our Juice” Launch Campaign
Cold-pressed. Cocktail-ready.
Filmed on location in Peats Ridge NSW, the story of brothers Saxon and Ashley and their love of the finest fresh cold-pressed juices was a joy to tell.
With years in R&D the technology behind what keeps these juices so fresh is a carefully guarded secret. And we don’t blame them. To be able to drink juice as fresh as the day it was squeezed, whenever you want it, is something that deserves special recognition.
With some of the best growing conditions on their doorstep, the team at JUCCI are able to cold press blood orange, Tahitian lime, local lemon, Valencia oranges and handful of citrus fruits lesser-known but ideal for the perfect cocktail recipe.
JUCCI Launch Campaign by Found At Sea
The brief for this project came directly from the founders of JUCCI. The goal was to capture essence of where the juice comes from and the story behind the brand. The market for the juices is the specialist food services industry, large restaurant and hotel chains where the quality of ingredients needs to be high to meet the expectations of their clients. With such discerning buyers who are flooded with new “fresh” products all the time, it was key with this piece to grab attention and drive awareness of the brand with emotive storytelling and stunning cinematography.
Working with the available light that dawn and dusk, allowed Director of Photography Josh Flavell (who also directed this film) to capture the natural beauty of the setting, the wild open spaces, country side, fruit on the trees and the truth of the life on the land which starts before dawn and finishes after dusk.
To maximise the duration of time that we could film for at dawn and dusk, it was essential to use a camera up for the task. On this project, that was the ARRI Mini coupled with prime lenses. To keep the audience in the scene, Josh filmed almost the entire day from an EasyRig, which gives the shots a gentle hand held feel.
Client: JUCCI juice
Creative Director: Paula Joye
Production agency: Found At Sea films
Executive Producer: Dan Trotter
DOP/Director: Josh Flavell
Producer: Victoria Vlasova
Creative Producer: Charlotte Stinear
Editor: Simon Njoo
Colourist: Matt Fezz
Sound: Sonar Music
Joshua Flavell
Josh is an award winning cinematographer and a graduate of The Australian Film Television & Radio School. His experience encompasses a wide range of narrative, commercial and documentary projects.
In his work, Josh seeks to discover the dramatic essence of a story. His methodology is not defined by any particular style or fashion. Rather, it is through a collaborative and evolving process that he adapts his vision and beliefs to create unique and emotive images.
Josh’s work has screened at numerous Australian and international film festivals including Cannes, Camera Image and Berlin.
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