THE EXQUISITE FACTORY
BEHIND THE SCENES OF THE IMA INDUSTRIES PUBLICITY SPOT
Action on set! After months of preparation involving the initial draft, the script, casting, choice of setting and everything needed for a perfect location, here we are for the first take on the first day of filming for the IMA Industries advertising campaign. The beginning is hard because even if you start with a basic idea, you need to create the atmosphere from nothing, a little like a painter in front a blank canvas or a sculptor who has to shape and work a block of lifeless matter until it expresses emotion.
Certainly the location has helped us a lot: the Solarola Inn, a small hotel and restaurant set in the Bolognese countryside, exquisitely furnished in Provencal style and perhaps even a little English. It is the ideal place to express the concept of "Factory" as we understand it, because as well its literal meaning, we see it as a mixed team working in close contact to achieve common goals. This is how we in IMA Industries see ourselves.
However, back to the team, to the protagonists on stage. The decision to use people who actually work in our industry instead of actors was certainly audacious, but the aim was to achieve a result which was absolutely realistic and I knew I could count on professionals, such as the photographer and his team and the advertising agency, to help me to get it.
Our colleagues joined in the "game", playing their characters with the commitment of professionals. There was one for each sector they belonged to: Paul the butler for Tea, Mauritius the Colonial for Coffee, and so on to the chefs Rüdiger and Norman, Maren the milkmaid, Elena, the teenage singer and Guia, the woman in a bathrobe for the cosmetic industry.
Apart from working in that particular sector, some of those involved, such as the chefs, really love cooking. That probably explains how they managed to enter into the part so much, even altering the script to suit themselves.
Just as we had hoped, a friendly atmosphere and great harmony was created during the spots, even if at the beginning some people would gladly have given up when they were told that as well as appearing in the photos they also had to act in a video. As you know, to become an actor takes years of study and practice, and is not something that can be improvised. Once again our colleagues impressed us with interpretations worthy of the best TV soap operas, or even better in some cases.
At times the tension was high, but the satisfaction at having successfully accomplished such a difficult enterprise amply repaid all their efforts.
Without offending anyone, however, it must be said that the real star was the fireplace. The flames warmed us for three days and kept us company with its friendly, reassuring crackling. I am sure it will also accompany you during the next month, letting you feel the warmth of the hearts of all the people who live and work together daily in IMA Industries , our very own “ Exquisite Factory."
a friendly atmosphere and great harmony was created during the spot