Barilla appointed Menace Media as their video partner to assist in content creation for their global social media marketing campaigns.
The Brief
Barilla is a global company boasting an extensive product range. They recognize the influential role of video in online food content and, as a result, sought a video production partner to aid in creating social media content for their various brands.
This required the recruitment of a production team capable of producing hundreds of videos annually, tailored to maximise engagement and showcase mouth-watering dishes.
Barilla was in search of a team equipped not only to establish and operate their in-house production studio but also to collaborate efficiently with producers, prop stylists, food stylists, and chefs. The aim was to conduct highly efficient film shoots, often with the goal of producing four video recipes within a single day of shooting.
As well as this, Barilla needed a partner capable of repurposing existing content and adapting it for different regions and languages. Additionally, Barilla required video production services for internal communications, training, and event purposes.
The Shoots
Our filming sessions with Barilla predominantly occur in their London studio, focusing primarily on video recipes. We work from a detailed brief that specifies shot types and lighting references.
The shoots require a substantial crew comprising videographers, a producer, prop stylist, food stylist, chefs, and assistants. This extensive team contributes to the efficiency of the shoots without compromising the quality of the videos or the food.
To render the food exceptionally appealing on screen, we employ diverse lighting techniques to accentuate the dishes, as well as various shots including slow motion, macro, and top-down perspectives.
In addition to food content, we capture corporate material such as interviews for internal events, announcements, and cultural features.
The Edits
Editing plays a crucial role in the content created for Barilla. The company’s team of marketing specialists diligently analyses data and insights to inform us about optimal video durations, editing rhythms, frequency of brand display, and additional factors. This information guides the creation of social media content for Barilla.
Of course, it’s essential that we inject personality and creativity into the edits whilst adhering to the social media trends and insights.
Engagement is absolutely everything with social media videos, so we make sure to keep the music upbeat and on-brand, as well as maintaining a healthy pace with the editing to ensure that the video keeps the viewers watching.
For corporate content, the focus lies on messaging. Videos must encompass all elements Barilla deems necessary to convey its core messages. To engage viewers, the use of meticulously selected supporting footage or motion graphics is essential, particularly when simplifying complex topics.
The Result
Over the years, we have produced hundreds of videos for Barilla, and the outcomes have been remarkable. The company’s social media channels have gained tens of thousands of new followers, while the videos have garnered millions of views online.
Menace Media has earned recognition from Barilla as their most trusted partner in the UK, and because of this we have expanded into creating content for more of their brands.
Our favourite collaborations
From mouth-watering social media content, to diverse 3D animations.
