BEHIND THE LENS: HYDRO TAP

Aug 18

THE PROJECT

JV Studios teamed up with Plan B Marketing Agency to produce a series of branded videos for the Zip Water brand. The product we focused on for this project was the HydroTap. The HydroTap by Zip Water is not just a faucet, it's water at its best. With its ability to instantly dispense filtered boiling, chilled, and sparkling water, it's no wonder why the HydroTap by Zip Water is at the center of day-to-day life.

The project took place over two full production days and consisted of a 20-person production team hired by JV Studios. By utilizing a full crew, we were able to set up and break down various looks within the same location, ensuring our team would be as efficient as possible with our time on set.

THE APPROACH

When Plan B Marketing Agency approached us with their initial concept for the video, we knew we were in for a fun shoot! Since the HydroTap is a rotating faucet, the main structure of the video was to shoot the hero shot at a 180-degree angle. Initially, we were between using a high end camera slider or a Dana Dolly to achieve this look, but after conversations with their team, we knew a 180-degree dolly track would be the best tool to use. Luckily, our friends at Film Gear were able to help source us the main track and dolly for this part of the project.

One challenging part of the pre-production phase of the project was figuring out how we could install the HydroTap faucet on an already-existing countertop at the chosen location. Since the set up of the product requires a specific hole in the countertop, we knew it would be tricky to receive permission to drill a hole in their counter. With the guidance from the Zip Water team, we were able to stencil the hole and our team recreated an extension of the counter. We sourced the exact same counter top from the current counter in the space, built out a cabinet, and painted it the same color.

THE CONCEPT

Since the video consisted of a main hero shot rotating around the faucet, the creative director came up with the concept to rotoscope the faucet and mask-in lifestyle and B-roll elements to bring the piece to life. When we understood the approach, we immediately started to brainstorm creative ways to accomplish the vision.

For the majority of the B-roll detail shots, we used a Canon 100mm macro lens to capture the detail and bring the viewer in the user experience. One of our favorite setups for the sparkling water scene included using a glass beaker, boldly colored backdrop paper, fresh fruit, and the HydroTap sparkling water. We had our prop stylist help drop the fruit at the right time to achieve a bubbly and refreshing look. By utilizing a blue backdrop against red raspberries, we were able to draw out the color splash and contrasting tones.

THE TALENT

For the talent portion of our shoot, we casted a family with a mother, son, and father, as well as a couple for a dinner scene to bring the real-life application of the HydroTap to the video. Within the same location, our team was able to pull off three different looks, consisting of a mud room, dining room, and kitchen. Our approach was simply to show each subject interacting with the faucet to help illustrate the ease of use and the simplicity and convenience of the product.

BEHIND THE SCENES

BTS Video by Jackson Wigger

PRODUCTION TEAM

Client: Zip Water US
Client Rep: Jackie Wishau
Agency: Plan B Marketing Agency
Agency Rep: Deanna Stegall
Creative Director: Bradford Pretorius
Director/DP/Editor: Vince Pinto
Exec Producer: John Pinto
First AC: Chris Beauchesne
Gaffer: Armin Korsos
Prop Stylist: Britany Sartin

VFX Supervisor: Third Beacon
Color: Third Beacon
Grip/PA: Joey Kriko
Covid Officer: Dan Tertell
HMU: Sandy Thinnes
BTS Video: Jackson Wigger
BTS Photo: Brandy Fik
Talent: Colin Rourke
Talent: Garrett Williams
Talent: Shannon Wells
Talent: Blake Wells