Kimberly-Clark Professional hired Photographer/Director Eli Meir Kaplan to shoot the WypAll GeneralClean “In Rhythm With Every Day” campaign, which was heavily focused on the video. They wanted a documentary-inspired look showing how the products fit into real daily routines, working off a storyboard that gave Eli and his team room to play, but required additional shot planning in order to make it cut together.
Barrie Creative produced the shoot over two days across three different buildings on the KCP campus, which meant some rapid set dressing. For the fitness center and locker room scenes, Eli had to light and dress the existing corporate spaces so they felt warm and natural instead of institutional. For the pre-school scenes, Eli and his team built a classroom from scratch inside an empty campus building, bringing in tons of props, and even a homemade popsicle-stick figure to make it look real.
“Because the video was loosely storyboarded, our approach on set had to stay super fluid. We shot stills and video simultaneously while the talent moved through the spaces, which kept everything feeling loose and lived-in.” The footage became the foundation for both a 60 second brand film and several 15 second social videos.
For more of Eli’s work, visit his Workbook portfolio.
Represented by Freda Scott Creative.
