Raw MMC is a unique business and they had equally unique needs for their video, as they conduct all of their business through their website. They needed a short branding video, but didn’t have a ton of specific thoughts, so we started with the basics by defining what they’re all about. After spitballing around a few ideas, we decided to play off of their products being organic and homemade. They put a ton of care into everything they make and that’s what makes them different, so we were going to try to highlight that as much as possible.
With our themes figured out, we shot the commercial with simplicity in mind, since this is how they craft their products. Our shot structure tried to reflect the organic aspect of their business, so we led with the source of their ingredients: homegrown plants. On the photography side of things, tight framing and shallow depth of field lent to a warm, intimate feel. We also incorporated a motif of working hands to emphasize the handcrafted care that goes into every product Raw produces.
Since posting their video, Raw’s new business has grown over 400% and if things continue, it looks like Raw is going to be growing for a long time to come (pun intended).