The Food Champions is collaborative project involving top sports nutritionists from the English Institute of Sport, who work daily with many of Great Britain’s leading Olympic and Paralympic athletes. Backed by The National Lottery’s Good Causes initiative, the project aims to help people learn about the dietary habits of Britain’s top sports stars.
Food is always a winner when it comes to creating great web content. Quite simply, people love to think about food, and will more often than not welcome a piece of social media when it is focused on food.
Recipe videos are all the rage across social media channels these days, particularly those filmed from a birdseye view and edited down to a short, bite-sized clip. Every day, thousands of different recipes are shared across YouTube, Facebook and Twitter, with Buzzfeed’s Tasty Video channel leading the pack of culinary content.
This tried and tested approach to viral videos provided the perfect solution when we were contemplating the best way to turn athletes’ diets into shareable content for The National Lottery, but we wanted to make sure our videos stood out from the pack.
Working in partnership with Tanjun Media In terms of the technical spec, we kept things a simple as possible for this shoot. A locked-off birdseye camera rig was put in place in a location that benefited from simple, natural lighting.
We made sure that the space where the dish would be prepared looked as mouth-watering as possible by using a traditional oak table and rustic crockery around the edges of the shot. This gave the videos a homely, warm aesthetic that would help to get viewers’ tummies rumbling.
The making of the recipes was filmed according to a carefully planned sequence of shots, and from there the magic was all in the fast-paced edit. By speeding up preparation sections and cooking periods, we were able to whittle each video’s duration down to under a minute, making the finished pieces perfect for social sharing.
We utilised a second camera to produce some additional shots for the video header on the Food Champions website, and we also shot a series of simple cinemagraphs to provide additional assets for the National Lottery’s marketing team.