“Everything’s Better with a Little Salt”

Grey San Francisco and Gentleman Scholar demonstrate how salt makes everything better in this beautifully crafted spot for the Salt Institute.  Creatives at Grey SF developed the idea for "Everything's Better," and provided a refined script centred around the importance of salt.

 

Gentleman Scholar worked off of Grey's original idea to create a granular and tactile world in which the malleable sculptures of salt would look amazing on both macro and micro levels. 

 

"We developed two separate materials to emphasize the characteristics of salt from different perspectives," explains Gentleman Scholar Technical Director Henry Foster. 

 

The Gentleman Scholar creative team purposed the refractive, quartz-like material for the close-up shots, while the glittering crusty material showcased the salt texture from the wider angles. These wider angles were created to seamlessly blend from real-time to slow motion. The stunning visuals from the spot were captured in still form and used to build the print pieces, creating an all-encompassing integrated campaign.

 

"This is one of those rare spots that completely fulfils you as a creative person, and at the same time you are still going to work," said Gentleman Scholar Directors, Will Campbell and Will Johnson. "Projects like this are why we love doing what we do." 

 

View the work here: http://lbbonline.com/videos/1304/

 

Credits:

 

Brand:  Salt Institute

Title: Everything's Better

 

Agency: Grey

Agency Location: San Francisco, CA

Agency Producer: Florence Babbitt

Executive Creative Director: Jack Fund

Associate Creative Director/Art Director: Mark Chila

Creative Director/Writer: Michael Buss

 

Editorial Company: Gentleman Scholar

 

Post Production Company: Gentleman Scholar

Post Production Company Location: Los Angeles

Executive Producer: Rachel Kaminek

Directors: Will Campbell & Will Johnson

Art Director: JP Rooney

Senior Producer: Emily Gleicher 

Technical Director: Henry Foster

VFX Technical Director: Yates Holley

3D Artists: Damon Snyder, Andy Kim, Tim Katawaki and Dony Permedi

Matte Painter: James Levy

Compositors: Brian Williams, Matt Lavoy 

Print Designer: James Levy

 

Music Company: Mophonics

Music Company Location: Los Angeles

Sound Design: 740 Sound Design

Composer: Steven Mudd

 

Audio Production Company: Lime

Mixer: Loren Silber