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Yours For The Making

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Solution
What sets this film apart from other cooking spots is that it’s not simply about beautiful products and delicious food. This film is an emotional journey through the kitchen laced with visual poetics that illuminate a diverse range of intimate feelings. Whether we’re releasing stress by tenderizing meat, or finding inner peace with a slow boil, the tools of the kitchen are vessels of self-expression. By juxtaposing intimate and spontaneous moments of life alongside its cooking counterpart, we experience an elevated sense of feeling: a visceral and emotional understanding of the way we make food.
ScriptInOriginalLanguage
Sound design was a major component in sculpting the journey in “Yours For the Making.” The sonic landscape was used not only to direct the journey through the narrative, but it was used also to unify the visually poetic juxtapositions and punctuate specific moments and feelings. The hiss of water boiling over, the dead weight thump of tenderizing meat, the brilliant crunch/crackle of slicing an onion in half – all of these were important notes in the symphony of food.
Relevancy
Post was critical to bringing to life “Yours For the Making.” Building upon the visuals orchestrated by the directors, the edit needed not only to carry the cinematic language but also to discover new visual and emotional flutters along the way while staying true to the clean, simple, and beautiful aesthetic. To that end, every frame was examined for any improvement that might make the overall spot more impactful – extending the set, removing drops of water falling to the floor, adding clouds into the sky, anything to subtly accompany the meticulously crafted shots.
EntrySummary
In an effort to become more well-known for their total kitchen solutions, not just the iconic stand mixer, KitchenAid launched the “Yours For The Making” campaign to unify the brand’s 25 product categories of major and small appliances. “Yours for the Making” celebrates the emotional benefits of making in the kitchen, the beauty of the process rather than merely the end result, and the role KitchenAid plays in empowering passionate makers around the world.
Effectiveness
This film creates a unique visual identity for the KitchenAid brand at large. With an inherently cinematic concept, “Yours For the Making” is a film that matches the premium aesthetic and quality KitchenAid is already known for. By honing in on a precise color palette, composing the specific shots for balance and symmetry and using deliberate camera movement, it all adds up to a unique, beautiful feeling.
BriefExplanation
“Yours for the Making” visually juxtaposes life outside of the kitchen with life in the kitchen – a backflip off a pier seamlessly blends into the flipping of an omelet. In demonstrating the parallels between the two, culinary endeavors are elevated to a joyous and transcendent experience with the same beauty and vibrancy as the other passions of your life. Indeed, as one of the makers expresses in the opening voice-over, “My kitchen is more than a room. It’s my sanctuary, my playground, a place to think … or not.” Much like life, your kitchen, with the aid of KitchenAid products, is “Yours for the Making.”
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Film Craft
Sound Design
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