Italic Candle Spec Ad
A visually-striking scroll stopper spec video showcasing Italic’s Soleil Scented Glass Candle (Lilac Jasmine Sandalwood). Concept, pre-production, production, post-production, sound design, custom music production, and custom motion graphics.
In concepting this spec project, the focus was on creating a compelling yet functional social short ad that fit Italic’s existing visual language. Italic’s minimalist brand aesthetic was balanced with visually engaging effects while making sure the viewer left associating the candle with calmness and relaxation. The concept approach specifically focused on usability in both widescreen and vertical social formats.
ㅤSocial Media Format ㅤ❃
ㅤSocial Media Format ㅤ❃
The concept and production were particularly engineered to work in both 16:9 widescreen and 9:16 social media formats.
Behind the Scenes
The preparation and production process behind the spec advertisement. Concepting to finished product took approximately two days–One day to conceptualize, create a shot list, set up production, and shoot; One day for video editing, sound design, music production, and audio mixing/mastering.
A visual showcase of the creative strategy, planning, and execution throughout pre-production, production, and post-production.
A peek behind the curtain of the production process. Working as a one-man band, Italic’s Soleil Scented Glass Candle was filmed against a green screen and manipulated using motion control equipment. Each element of the packaging was shot individually with a fixed camera so that the lighting and perspective remained similar.
The filmed assets were brought into Final Cut Pro (David is equally capable of applying this process in Adobe Premiere Pro + After Effects and/or DaVinci Resolve). Each item shot was keyed out and hand masked to remove imperfections. Each packaging item was animated to expand, licensed stock footage of the flowers contained in the “top notes” of the candle smell were added, sound design was added to match the visual cues (i.e. spinning, mimic sounds of flowers growing, clacks of the box opening and closing, and grass swaying in the wind), and custom music was tailor produced for the spec advertisement.