Koval’s Trade Market

Just finished post on a spot for Koval’s Trade Market. This was a branding spot for a new food store who is competing with Whole Foods and Trader Joes, while offering prices comparable to Raley’s or Vons. This a great opportunity to have a new business with no image history and create their public perception from scratch. We decided to go with a glossy, visually appealing ad. We shot it in HD with the HVX200, with a 35mm lens adapter using an 28-105 sigma zoom lens. We also had a .5 wide angle adapter we put in front of that for some semi-fish-eye shots. The spot turned out nice.

(update: 8/16/07) Here is an h264 version: http://www.emrl.com/j/downloads/Kovals16by9.mov

Here are some set shots:


Setting up for a dolly-out shot in the cheese Isle. Mike on Dolly grip, and Jeff Bloch on lights. In the foreground is Mark, the store liaison.

Here is the shot.

Jeff operating the jib for the opening shot.

Here is the shot, starting in a tight CU of the Koval's logo on the basket, then pulling out and up over the store.

Changing lenses in the wall-o-foods aisle.

Here is the shot. The wide angle adapter adds nice barrel distortion, vignetting, and chromatic aberration.
Working with talent in the hot foods section.

Here is the final shot, splitscreen with a CU of the hot foods.