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Sainsbury’s ‘Try Something Different’
Culinary icon Jamie Oliver invoked viewers to try something different when it came to their food shopping - and cooking - in a successful Sainsbury’s commercial in which he literally makes a splash. French cinematographer Olivier Cariou told Anwar Brett how he adopted a similar adventurous philosophy when he came to shoot those mouth-watering images
There was no particular brief here; we just had to do some- thing different from the other Sainsbury commercials. We had a kitchen that we shot in
which was very green, and a bit more modern, using the normal kind of light you would find in any kitchen. It was
“the same with the exteriors. We tried to have a backlight on the lake loca- tion we found. It was all a question of trying something different and more exotic than had been done before.
on Jamie cutting vegetables very fast, and for that we used a Frazier lens, which allows you to be very close and have a deeper field of focus than a normal macro lens. That was only about 10 centimetres from the knife.
We also had blue screen set up in that kitchen, where we shot Jamie with some animated elements that were added in later. If there was any interaction in that scene, he really had to act it, he couldn’t see anything there on the day because it was liter- ally all blue screen. And that was him swinging on the rope and falling into the lake towards the end. We did that four or five times, to get our two shots. I was surprised that he was so happy to do it.
There wasn’t anything here that was such a big challenge, but it was an interesting job because Luke Scott was very open to making it different. It was a three-day shoot, and we were doing three locations a day, but on the last we were in the kitchen.
When you have a lot of locations like that, even if it’s just for two or three seconds, you take more
time than when you just shoot
a 30 second commercial on the same location because there’s
more riding on those few
moments of screen time. ■
“Try Something Different” was originated on 35mm Fujicolor Eterna
For the kitchen scene we had a food stylist on set who ‘prepped’ the food that we were to shoot. If you had a sausage that was supposed to look burnt you didn’t actually burn the sausage; it was made to look burnt. You couldn’t eat it afterwards, though. We used a real kitchen rather than a set, but we dressed it to how we want- ed it to look.
The whole thing was very simple really, and not too big. We wanted it to have the look of a street market. There’s a scene where we go close in
Client: J Sainsbury Agency: AMV BBDO Production Company: RSA Films Ltd Director: Luke Scott Producer: Rebecca Sharf, Carla Poole
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Fujifilm Motion Picture • The Magazine • Exposure • 11