Seamlessly Translating Storyboards to Final Cut: Dan Goldberg and Promised Land Dairy

When Dan Goldberg saw the agency deck for a campaign for Promised Land Dairy, he was immediately excited about the possibilities. To elevate the idea of chocolate milk and highlight the signature gold band on their packaging, Dan drew inspiration from the rich, warm hues and luxurious textures of the brand’s packaging and chose directional golden lighting.

Dan and his Cinematographer, Isaia Jay and Rigger Geoff Binns-Calvy, spent a lot of time prior to the shoot discussing the optimal camera, lenses, lighting, and rigging needed to achieve the desired effects. Doing so allowed for additional creative exploration; enhancing the campaign's overall impact. We talked to Dan about this project, so read on to learn more about how they ensured the shoot’s success.

What was the initial inspiration behind the concept for Promised Land Dairy’s campaign?

Lighting and high-speed cinematography were part of the campaign, and I knew right when I saw the agency deck that the project was right for me. The light was directional, warm, and beautiful with simple, modern glasses with clean lines. The client wanted the warm golden light to reference back to the gold band in the package, representing its luxurious and natural dual qualities. I spent a lot of time listening to what the creatives wanted and assembling the perfect crew to make their vision come to life. This required lots of planning and testing before the shoot. 

Can you describe the process of translating the initial concept drawings into the final video?

I quickly hopped on the phone with my cinematographer, Isaiah Jay, and my rigger, Geoff-Binns Calvey, because I knew their input was critical to making sure the creative vision was portrayed accurately. I wanted to talk about the right camera, lenses, lighting, and rigging we needed to pull this off. We studied the storyboards and figured out how to do it shot by shot. Then, when I hopped on the creative call I already had a vision for how to achieve this shoot. 

What techniques or equipment did you use to achieve the motion effects in the video?

We shot on the Phantom camera which made all of the high-speed shots; the beautiful texture of the milk and the fine detail of the chocolate exploding in the air. Isaiah, come to life. For the gold lens flare, we suggested a glimmer glass and a flare filter to make the light flare. By testing this and Geoff’s rigs on the prep day we knew it would work on the shoot day. The rigs we used are like a catapult operated by pistons so he has a lot of control over how fast or slow they fly into the air.  

How did you approach the lighting and composition to enhance the visual storytelling in the video?

I worked with a fantastic gaffer Bear Aldrich, and he, Isaiah, and I worked closely to perfect the lighting. Bear would pivot the backlight to just kiss the lens and give us the perfect flare. We have worked together before on shoots where there were similar shadows and light play on the background, making it very easy for us on set to do those techniques again.

How did you collaborate with the creative team at Promised Land Dairy throughout the project?  

The team at AMP is fantastic! They are straightforward, open to new ideas, and highly collaborative. We shared samples of various frame rates with them to decide on the best camera and equipment. Together, we meticulously discussed and adjusted the exact color, texture, wardrobe, and talent for the set. Effective communication is crucial—we constantly discuss our vision to ensure everyone is perfectly aligned when they step on set. I share samples, colors, lighting, and styles with the entire crew. Making these decisions is challenging, but it's great to be in sync with both the agency and the client. They immediately saw the benefits of the phantom camera, understanding that the additional expense was worth it. We fought for the right tools, and it paid off! Ultimately, seeing the client and agency's happiness is what makes it all worthwhile.