Brighton-based digital marketing company, Hot Dog Digital, recently won the contract to make the video for Brighton and Hove’s latest international attraction, the i360.
The i360 will be the world’s tallest moving observation tower, gliding up to 450 feet in Brighton at the base of the old West pier.
Built by the architectural team behind the London Eye, David Marks and Julia Barfield, the i360 is due for completion in 2016 and Hot Dog was asked to tender for the promotion of the tower as it began construction in summer 2015.
Beating off stiff competition from 30 other companies, Hot Dog produced the i360 Lift-Off Film – an original idea by Hot Dog Director, Bobby Dee. To help win the tender, Bobby created a ‘spec’ film in just a couple of days, with footage shot around the pier, before cutting a 90 second piece which wowed the publicity team at the pitch. This film formed the basis of the eventual piece.
The challenge for HDD was to create a film for a structure that didn’t currently exist. In addition the i360 team didn’t want a simple mock-up of the view, which ruled out shooting with drones.
What Bobby decided was that the best way to promote the tower was to treat the film like a classic movie trailer where the big selling point is teased but not revealed. The focus was then on shooting a wide spectrum of “Brightonians” and Brighton locations, showcasing the city and showing them reacting to the appearance of the tower off screen – as if it were growing out of the ground.
Tonally, it was decided to keep the piece playful and inclusive and appealing to families and tourists outside of the city – who will ultimately be the i306’s target market. This was reflected in the use of bright colours in the grading and the upbeat music track, ‘Beautiful Life’ by Tim Mc Morris.
The shoot was planned by organising a list of scenes with the i360 team and then arranging shoots with the council, tour organisations, the Pavilion, Grand Hotel and many others over the course of a month.
Bobby elected to shoot at ‘magic hour’ where possible, around 4-6pm across the weeks of April, to get the best use of the sun (which we were very lucky with). The film was shot with our in-house pro HD camera kit but a couple of cameramen were brought in for second camera and Steadicam on the dance and children scenes.
Editing took place over a week in our dedicated edit suite and was delivered in HD. The film attracted immediate interest, with more than 15,000 views within a couple of weeks. Crucially, it continues to promote the i360 prior to next year’s launch.
If you are requiring a corporate video to help your brand stand above your competitors (and perhaps even go viral), then call us at Hot Dog Digital on 01273 830575, for an informal chat.
By the way, you can view the video here…See what we do