| Title | WE PREP. YOU COOK. |
| Brand | BIRDS EYE DELI |
| Product / Service | BIRDS EYE DELI FROZEN CHIPS |
| Category | A12. Achievement in Production |
| Entrant | THE POOL COLLECTIVE Sydney, AUSTRALIA |
| Idea Creation | J. WALTER THOMPSON Melbourne, AUSTRALIA |
| Production | THE POOL COLLECTIVE Sydney, AUSTRALIA |
| Production 2 | BLACK RABBIT MUSIC Marrickville, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Harsent | The POOL COLLECTIVE | Artist |
| Cameron Gray | The POOL COLLECTIVE | Managing Director |
| Ian Ford | The POOL COLLECTIVE | Producer |
| Simon Ozolins | The POOL COLLECTIVE | Director of Photography |
| Declan Harsent | Black Rabbit Music | Director + Composer |
| Jamie Morris | The POOL COLLECTIVE | Art Director |
| Janai Anselmi | The POOL COLLECTIVE | Stylist |
| Dave Whittaker | The Editors | Editor |
In 6 fantasy-style parallel worlds, Birds Eye fries are crafted with care by hand. At the end of the elaborate production process, we see that the fridge in which the chips are cooled is directly linked to the oven in a home where a housewife has just heated them up ready for a meal.
The production was always going to be a challenge based on our budget, as we only had enough money for 1x10 hr shoot day and a pre-light day. The key to achieving this outcome was being able to build and pre-light 3 scenarios that could quickly be replaced with the other 3 on the shoot day. As the director wanted to achieve everything in camera, we printed selected background images onto fine fabric. We did a test run to work out the dimensions of each particular background, as this affected the size of each set. All of the sets used real, moving models created with extensive direction from the director. Most of the sets had to be built on mega decks in order to achieve a seamless merging of the set and background fabric. We finished in a 10 hour day.