adam&eveDDB work with Quorn to create a production strategy which aligns with the brand

March 20, 2023March 20, 2023 Lauren McGee

Sustainability is critical to Quorn, and at the heart of their business operations strategy, so it is important that the agency’s production approach acts as an extension of their overall sustainability strategy. To achieve this, outside of any specific production, account management and production leads at the agency worked with leadership at Quorn to review their sustainability policies and create a production strategy, which includes actionable targets and stretch goals for individual productions.

At the start of the production process for this campaign, we shared our intentions with our production partners to ensure everyone entered the bidding phase with a carbon efficient mindset. Our chosen partner, MindsEye, factored sustainability into their budgeting process, and engaged in meaningful conversations about how various production approaches effect the budget and the carbon footprint.

The AdGreen Carbon Calculator was incredibly helpful as we worked through this production. We went in knowing that travel and energy sources are two of the main carbon drivers, but the calculator helped us understand how each individual aspect of the production contributes to the overall carbon footprint. With this clear breakdown we were able to minimise emissions with decisive actions on all fronts for the shoot – from using a real location which didn’t require any set build, to vegan catering.

Spindle use 3D animation to create a low carbon campaign for Greenpeace

September 6, 2022March 20, 2023 Lauren McGee

As soon as we received the Shark Video brief from Greenpeace, we knew that the subject would require a special creative treatment. The campaign needed to reach global audiences and raise awareness about disappearing shark populations in the Atlantic. It was a huge subject to approach but the campaign production couldn’t cost the planet.

When developing our ideas we were aiming for a maximum global outreach but minimal environmental impact. We based the film language on emotional messaging that would resonate with audiences of all ages living in different countries. A beautiful song from Thom Yorke, Bloom, made the shark story even more impactful and emotional.

Through the whole process, from the creative development to final delivery, we produced 0.73 tonnes MtCO2e - that is less than one European flight for a crew member. If we had chosen to execute the film differently, for example by flying 3 crew members abroad and serving meat meals on set, that would have produced almost 15 times more CO2!

We reduced our carbon footprint by working remotely and not using cars and taxis, or renting offices and hotels. The music track was licensed from the artist, hence no new recording was needed, and we used 3D animation and archive footage from Greenpeace which helped us to keep our carbon footprint to an absolute minimum. All our files were then exchanged digitally, without the need for hard drives and couriers.

No sets were built so our material output was low, and to top it all the production process didn’t generate any waste, with no materials or catering for the crew to dispose of. Our production was paperless and plastic-free!

Throughout the process we relied on the AdGreen carbon calculator to estimate our potential footprint. Based on the information, we could make informed decisions on how to reduce our carbon emissions. All of our producers had previously joined AdGreen training, hence we had the entire team fully aware of the impact that choices at different stages of production could have on the planet.

At Spindle we are making a concerted effort to reduce our impact on the environment, and we hope this campaign case study will be the first of many we share with AdGreen

Wolf & Badger Studios use AdGreen to create their first end-to-end carbon neutral production

July 7, 2022July 7, 2022 Lauren McGee

Wolf & Budger Studios have been working with BEEN London for two years. BEEN has been redefining the possibilities of discarded waste within the realms of beauty and fashion. At the forefront of a revolution in modern textiles, BEEN London creates worth from waste by discovering the untapped potential in non recyclable items and hand-fabricating their designs with advanced technologies that rescue materials from landfill. Sustainable and recycled leather, upcycled bags and piñatex (a vegan leather made from pineapple skins) are just a few of the innovative fabrics that make up a Been London Bag and now they are adding something quite unique to the list: recycled Formula 1 race track banners.

So, it seemed only fitting that our first end-to-end carbon neutral production should be with a company so dedicated to zero-waste that BEEN London’s latest collection is itself carbon neutral in every aspect of the manufacturing process, from the upcycled materials used, to the regenerative projects that their proceeds are going to.

The team for this shoot were all very local to our studio, helping to minimise unnecessary travel. At Wolf & Badger we’ve also taken the step to offset our operational emissions through Ecologi. Encouraging people to be conscious of the way they travel and outlining the ways that we keep our studio sustainable are all listed on our call sheets to give the right mindset from the offset. Our black book of freelancers have all completed surveys for us to show the ways that their practice is kept as sustainable as possible so that we work with people that all share our common goal.

Being based in Netil House means our local community is full of interesting people that are always up for collaborating with us in various ways and meaning we can keep many aspects of our production as close to home as possible. One example of this, is the catering on set which came from the fully vegan Palm Greens. They always kept everyone on shoots well fed with the most delicious and nutritious lunches. They have since moved away, and we miss them deeply.

SILVER CIRCLE’S WYE VALLEY GIN USES VIRTUAL PRODUCTION TO CREATE A CARBON FRIENDLY ADVERTISING CAMPAIGN

April 21, 2022April 26, 2022 Lauren McGee

We launched Recode Studio just a couple of months ago, our doors opened amidst the tail-end of Covid restrictions. The ability to offer production within a Covid-safe setting with minimal crew and limited travel, became our focus and a real selling point for this new tech. However, every studio tour we hosted to potential new clients, we were hearing the same term, ‘sustainable content’.

It quickly became quite clear that brands were increasingly committed to their consumers to promise clearly sustainable products and that included the methods they choose to create their advertising materials.

For some, no stone is left unturned, from what we are able to provide in catered meat-free options to relieving travel restrictions by using remote streamed camera links into the studio space on shoot day.

So, when it comes to creating an advertising campaign for a sustainable product, it is very important to be able to do this in a sustainable way and to be accountable with metrics for the production methods used. Thanks to Adgreen, this has been not only possible but also a real game-changer for our productions.

It’s been really interesting to see how agencies are now actively looking to use Virtual Production to fulfil the sustainability values of the brands they work with. We’ve seen several agencies actually win pitches to deliver campaigns by committing to using sustainable production methods like Virtual Production. The market demand for low-carbon costs on content production, drives the demand for agencies to provide this, which has meant the rise of Virtual Production in TVC’s and social is only continuing to rise.

Since we partnered with Adgreen, we were looking to collaborate on a showcase example case-study and were delighted to team-up with Silver Circle to demonstrate the sustainable benefits of this amazing production technology.

We used Virtual Production to create this content for Wye Valley Gin which will be used to launch their refill cans and reusable glass bottles. We made a number of specific choices within this production to ensure a low carbon footprint. For example, we knew from previous projects through using the calculator, that the biggest impact always comes from the travel associated with location shoots. When you factor in numerous trips such as a location recce, mobilising full crews and talent and even possible re-shoots due to poor weather, it can add up hugely. We filmed everything within the studio, all with our own team and in just one day.

The second biggest factor tends to be the use and disposal of physical sets and when using real kitchens this can add considerably to the carbon calculation. It now seems crazy to us that we’d actually be so wasteful and inflexible in our approach to build a kitchen and then later fill a skip with it! For me this is the greatest delight of virtual production, the visible lack of waste at the end of a shoot is such a pleasure and the fact that the calculator allows us to report back to our clients on this is very satisfying.

Additionally, we always try to keep tabs on all the smaller contributing factors such as offering meet free menus and using resuable plates, water cups etc, it’s amazing to see how all this add up when it’s factored into the calculator.

For Wye Valley Gin, our team created two scenes, the natural forest environment and a modern kitchen scene. The forest was key as the natural location was out of season and would not have given the required visual. This also meant we recorded zero travel for either client or crew to the shoot. The kitchen environment was also critical, requiring a clean contemporary feel but in a colour-scheme which best enhanced the clear glass product with white font and design. Our team were able to create and test the product within the volume until it was just right, the flexibility of our in-house art team working directly with their content on the volume is incredibly flexible.

The pipeline is a little different to a traditional shoot, with much of the work being completed ahead of shoot day. It’s been exciting to work with forward thinking directors and DOP’s who have adapted to this and saw the immediate benefits. One benefit in-particular being that shoot day, is pretty much just that, every detail can almost be pre-determined ahead of the day so the production team on shoot day are able to do what they do best and capture the action they want and with the look and feel they envisaged. Most days we are done and dusted by mid-afternoon with time to spare to grab extra shots and check footage. I can honestly say I don’t ever remember this happening on location shoots or on green screen, more likely the dreaded over-time being the case! Weather or altering lighting conditions is of course never an issue, location restrictions are obsolete and the requirement for huge crews with heavy equipment are no longer a concern. Lastly, and for me, most refreshingly .. the lack of physical set disposal is an absolute pleasure, we no longer see the inevitable skips full of destroyed set. This has also been an added benefit in that the digital set can be re-used at any time in the future for amends to content or slightly altered for a new season or territory. Traditional shoots can now feel very linear and restrictive, once shoot day is over, you have what you have, any anything else would mean a re-shoot.

Company Director, Joe Howden explains how, ‘Since we first launched Wye Valley Gin with its beautiful bottle design, our customers have been asking us what they can do with the empties. Many have commented that they don't like to throw them in the recycling because it seems like such a waste of a beautiful bottle. This new Wye Valley Gin refill can solves the problem, turning each bottle from a single use container into a bottle for life. Now they can reuse the bottle again and again and throw the cans in the recycling instead’.

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Case Study: adam&eveDDB work with Quorn to create a production strategy which aligns with the brand

Case Study: Spindle use 3D animation to create a low carbon campaign for Greenpeace

Case Study: Wolf & Badger Studios use AdGreen to create their first end-to-end carbon neutral production

CASE STUDY: SILVER CIRCLE’S WYE VALLEY GIN USES VIRTUAL PRODUCTION TO CREATE A CARBON FRIENDLY ADVERTISING CAMPAIGN

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