Garnering more than 1.3 million hits in about 24 hours, Woodford Reserve’s My Old Kentucky Home video both celebrates the Kentucky Derby and laments its COVID-induced delay. Produced by Chronicle Cinema and featuring cellist, writer, and composer Ben Sollee, the spot ran during NBC’s Virtual Derby at Home Party on Saturday, May 2. While the ad tells a compelling story, the making of it during a global pandemic is a story of its own.
The breathtaking piece takes place inside an empty Churchill Downs, with Sollee’s version of the state song echoing throughout the hollow structure before being lifted out with the wind. The minimalist motif is beautiful in its simplicity, but the production was anything but simple. Ten crew members cautiously maneuvered around one another to maintain social distancing as the COVID-19 pandemic wreaked havoc on logistics.
“I saw the visual concept and heard Ben’s track and immediately got goosebumps, but then thought this was going to be a daunting task. We developed a new playbook for this shoot. There was no room for error. And I couldn’t be happier with the process and the product.”
Zach Meiners, Chronicle Cinema
Advertising agency Energy BBDO (Chicago), working for Woodford Reserve, came up with the concept and the visual elements. They contacted Chronicle Cinema because of its reputation for high-quality cinematography established around the country. Chronicle Cinema also has a wealth of experience working with top brands in the Kentucky bourbon industry. Energy BBDO was on an extremely tight deadline, and knew Chronicle Cinema could produce.
“Because of travel restrictions, we needed a talented team in Kentucky who could do this well and do it quickly. Chronicle Cinema met a demanding deadline, produced an incredibly beautiful video, and kept everyone safe. It truly is a remarkable achievement.”
Brett Jeffreys, Brand Manager, Woodford Reserve
Timeline
Energy BBDO reached out to Meiners on a Saturday to gauge his interest. With business at a standstill, Chronicle Cinema was in a rare position to devote its focus solely to the project. However, the deadline was extremely tight, and the precautions had to be even tighter. Zach had hours to map out a production and safety strategy the likes of which he had never encountered.
The team had exactly four days to organize the shoot, assemble equipment and crew, and completely rethink how to safely execute the creative.
Crew logistics
The team of ten was divided into three groups. A specialized backpack was prepared for each member with sanitized equipment, gloves, masks, and food. Each team lead had their own wireless monitor for playback. Crowding around as a group to view and provide feedback wasn’t an option under social distancing guidelines.
An Arri Alexa anchored the camera setup, while two people worked the DJI Inspire drone for the aerial unit. A time-lapse camera covered the 150,000-seat stadium. Yet one challenge remained: how do you record quality audio on a windy day from at least six feet away?
“This was top of mind for me. I have three children, including an infant. I couldn’t put myself or them at risk. At the same time, we had to create something we’re all proud of on a bonkers timeline.”
Ben Sollee
Acoustics, of course, were not friendly, with virtually nothing around to resist sound. Yet Sollee found beauty in what transpired. There were soft echoes where spectators in loud, colorful attire would have stood. Birds chirped in the background, which became part of the soundtrack. The sound and visuals, he felt, captured the melancholy mood while also offering hope.
“This was an authentic, earnest expression of how we feel as Kentuckians, how it has affected each of us by being postponed,” he said. “It is a beautiful piece of cinematography. It is a testament to Chronicle Cinema’s adaptability and preparation.”
Video production’s new normal
“This was one of the most challenging timelines and high-wire acts that I’ve done,” said Sollee. “Production-wise, this was the most well-staffed crew that I’ve worked with. Top of my list working here in Louisville.”
Meiners believes more video production companies will be tasked with rethinking their playbook and adapting it to accepted COVID standards to compete for the limited amount of business in the market. He thinks it will take time for the business to recover from strained marketing budgets and logistical concerns for agencies. That’s why he hopes the Woodford experience serves as a case study of sorts, and that companies will see value and possibility through their coronavirus-tinged vision.
“Right now is the time for companies to be producing content, because audiences are captive in the digital world during this pandemic. However, it’s important that the content is creative and well-executed. I think we’ve proven safety isn’t the enemy of quality.”
Zach Meiners, Chronicle Cinema
