Meijer stores began in Michigan more than 80 years ago. They have expanded to more than 200 stores across five states, but they did not have any stores in Michigan’s upper peninsula prior to the spring of 2017. In May 2017, Meijer opened two new stores in Escanaba and Sault Ste. Marie and they asked Fresh Look Video to help spread the word.
We began to brainstorm about how to visually convey the idea of Meijer stores in the U.P. and we landed on the idea of showing the Meijer trucks crossing the Mackinaw Bridge. That decision led us into 3 weeks of planning and phone calls to get permission to film, fly our drone, and position our cameras where we envisioned the best shots.
All of our planning couldn’t account for the weather in Michigan and we had to adapt several times to make the video shoot happen. We arrived in Mackinaw City the day before our production shoot to find that the bridge was closed due to falling ice. This meant we weren’t able to location scout and had to trust that our prior planning would get us through the video shoot.
The next morning we awoke to the news that the Mackinaw Bridge was still closed and that the shoot might have to be cancelled or rescheduled. Fortunately the bridge opened just long enough for our cameras to get into position and film the Meijer trucks crossing the bridge.
We had five total camera operators filming the crossing in order to get enough camera angles to make the TV commercial and web video. One camera operator was in a Meijer truck cab, two drone operators, one camera with a jib on the bridge, and one camera up on top of the North bridge tower.
We worked with the Meijer advertising department and an Ad Agency in Chicago to determine the script for the television ads. Fresh Look Video did all of the video editing, color-grading, audio sound effects, and finalizing in our studio in Grand Rapids. We worked closely with the Meijer Team to edit a 30 second commercial, a 15 second commercial, and a 1 minute web video.
This was a very challenging project, but we couldn’t be happier with how it turned out. Click here to see the final 30s TV spot: