Project Description

ASPARAGUS:
FRESH, CRISPY,
THE STAR OF SPRING

They plunge into the water to mitigate their crunchiness and reveal their most tender soul, then in the frying pan they throw themselves into acrobatics with the daisies, until they land, gluttonously pampered, on the grill, or next to their most faithful companion: a perfect, sizzling egg.

There is chef’s trick: asparagus are good in their simplicity, as we have always tasted them. Quickly made, they add a touch of elegance to everyday’s cooking.

THE BRIEF

Esselunga’s aim is to tell, through social media and retail monitors, the freshness of one of the spring’s top ingredients: asparagus. This is an opportunity to highlight not only the natural product, but also the Top filled pasta format that has asparagus in its filling.

In the storyboard, we start with the fresh product, the King of the season, which is freed from the cloth that wraps it like a cloak, to move on to cooking scenes that evoke the great classics that have asparagus as their protagonists. From the egg to the pan to the asparagus wrapped in bacon, from the pasta (and not just any pasta!), to the seasoning with a string of mayonnaise, up to the closing with the bunch of asparagus open like a fan.

THE BACK

Shot with a Phantom camera, the scene commands rapid movements, such as diving into the water or jumping into the pan, which we do thanks to our robot Cooper.

The accuracy and precision of food styling make the difference for the elaboration of simple but extremely delicate dishes, such as fried egg, while for the set design we choose a mood that combines browns with green and water tones for the tops. The result is a “dip” in freshness that fades into warmer atmospheres when the story moves on to the cooking scenes.

OUR BACKSTAGE

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