Subway brings connection to the table with 'The Other Half'

Boldly directors JAMM Duo bring their latest spot ‘The Other Half’ to life by blending dynamic tabletop sequences with light-hearted storytelling, adding emotional depth and rhythmic meaning to food advertising. They explore the idea of duality, playing with the concept of a sandwich’s 'half' and the 'other half' in a relationship. This narrative is echoed in both the live-action moments and the layered food demo shots, creating a satisfying, cohesive rhythm from start to finish.

Working within a tight budget, the team leaned on practical tools — like probe lenses, spin tables, and basic dollies to introduce motion and drama. “You don’t need fancy gear to make food look amazing,” shared Jamm Duo, “just strong intent and a clear visual plan.”

Director Artur Makinian and DP Jon Thomas collaborated closely to choreograph simple but impactful movements, particularly in hero moments like the sandwich grab, pairing in-frame action with camera movement for cinematic effect.

Co-director Jenya Maslovska focused on keeping the production design minimal yet intentional, aligning the tabletop and live-action scenes through shared tones, textures, and lighting, creating a seamless visual bridge between the two worlds. Food styling also played a key role. Choosing clean, understated backgrounds for the tabletop shots allowed the ingredients and sandwiches to take centre stage, making each build feel crisp and elevated.

With time constraints on the shoot day and the need to seamlessly blend two worlds in a short-form ad, previs and food tests played a crucial role. Two rounds of previsualisation helped map out timing and rhythm, while food styling tests ensured key moments were captured perfectly on camera. This process helped fine-tune in-frame ingredient movements and camera actions, such as the cheese drop scene, which was only fully figured out after a previs.

The spot also heavily relied on the genuine performance of key talent, actor Alexis Hope, who brought the perfect blend of charm and comedic timing, effortlessly tying everything together with a natural, upbeat tone.

The Other Half is another example of JAMM Duo’s approach to commercial food storytelling: emotionally engaging, visually sharp, and rhythmically dynamic. It’s a great addition to their portfolio on Boldly's roster website.

Boldly is recognised in the Top 5 Canadian Production Companies of 2024 by LBB Online, with multiple awards and SXSW Jury Prize winning productions across commercials, music videos, and short narrative films.