Ancient Roman Philosopher, Marcus Tullius Cicero said “Cultivation to the mind is as necessary as food to the body.” Well, hopefully most of us definitely agree with the food part, but the mind needs inspiration as well, especially to cultivate a promo.
On her 9th anniversary at Food Network, I asked Writer/Producer, Olivia Mazyuk, to share some little known facts on where inspiration comes from for a Food Network promo, in regards to one of her most challenging spots to date, Feasting on Waves — to promote a 4-part series featuring Alton Brown’s personal journey exploring the Caribbean.
- For the initial brainstorming session, everyone involved took an afternoon trip to Chelsea Piers to literally watch the water move for ideas on how to begin. They watched the current, the flow of the Hudson River, observed the atmosphere – all in an attempt to find ways to evoke these themes into a graphics look.
- The original script was written as a first-person narrative for Alton to record. Alton, being Alton, recorded something different, and we then adjusted it to a third person account. This collaborative effort is the version that went on-air.
- The idea for the look of the spot, was inspired by the movie Stranger than Fiction starring Will Ferrell. The team wanted to express Alton’s unique point of view, so each video clip contained a graphic expressing Alton’s thoughts – similar to what was done in the box office film.
- The original music was composed (in-house) at Food Network, and inspired by reggae songs like “Holy Mount Zion” by Alborosie and “Tranquility” by Gentleman.
- The collaborative effort is the most inspirational; it took about 120+ hours, and about 8 people to create the 30 second promo.
Sommer, Creative Services