Chick fil A - Added Element

Role

Video Production

Timeline

Ongoing

Project Goal

Creating premiere marketing content for local franchisees...

Chick-fil-A is renowned for their delicious chicken sandwiches and extremely friendly staff. They have been in business for over 50 years now and boast more than 2,300 locations around the world.

The Twin Cities fast food market has boomed with Chick-fil-A franchises in recent years – our team stepped in and helped concept, shoot and edit a handful of different video projects for several franchises within the community. Our largest project with Chick-fil-A kicked off early in 2023 and involved writing and directing commercial content that showcased the benefits of using the app for a quicker and easier ordering experience. We shot in a closed store location on a Sunday and leveraged a 30+ extras to help the space feel busy and lively. These commercials were captured for the entire Minnesota market to leverage on social media.

Our first commercial centered around a busy mom with two young kids who knew it was not a great idea to wait in a long line with rambunctious boys – so she used the Chick-fil-A app to order their meal from her table. The second commercial centered around a businessman with a packed schedule who needed a quick lunch option.

There was a lot of detailed planning in pre-production to squeeze two distinct commercials out of one 10 hour day of shooting – a by the minute schedule was necessary to give our team a blueprint and an adherance to that plan was crucicial to getting it all done on time. That is a tall task when you factor in two paid speaking actors, 30+ extras, two child non-speaking talent, two filming locations and staging food.

While shooting at the closed Chick-fil-A location, our directive was to make the restaurant feel like a normal busy day – so we carefully planned and placed our 30+ extras in line at the counter and through the store eating at tables to mimic a bustling atmosphere. Those two adorable boys in the ‘Dine In’ commercial were the oldest sons of Director Matthew Deery, who cast them because he knew they would follow direction well, which is not always the case for children on set. They were great sports the entire shoot, their first paid gig as actors and called themselves “movie stars” for the following weeks.

We also wanted to present the restaurant in more of a warm weather or summer season, as opposed to the dead of winter in Minnesota, a gloomy February shoot day with below 20° reading on the thermometer. We had several hours of lighitng setup before a single actor or extra stepped foot on set. Following the direction of our Director of Photography, Corey Wipper, our Grip and Electric team set out to use our array of lighting to create that warm summer feeling. We think they nailed it.

Corey Wipper also pieced together these commercials in the edit bay, making all the work of production turn into two flowing stories that succinctly tell the story of how the Chick-fil-A app can help these two very distinct consumers. Not only that, but Corey is an expert Colorist who put the finishing touches on the imagery and perfectly nailed all the brand colors.

Added Element from beginning to past the end have been great to work with. The level of professionalism they executed the project with was way above our expectations...

Crew:

Producer/Writer/Director: Matthew Deery

DP/Editor/Colorist: Corey Wipper

Gaffer: Dean Von Bank

Best Boy: Scott Jolstad

Audio: Adam Biel

Hair and Make Up: Sarah Drews

Associate Producer: Britta Wipper

Talent: Marissa Morgan (Mom), Henry Deery (Son 1) Calvin Deery (Son 2) and Dave Berggren (Businessman)

More Work With Chick-fil-A Franchises...

We have also worked with Chick-fil-A on smaller projects, capturing live events like new store openings, multi-camera interviews shot within their restaurants in addition to b-roll of their wonderful employees serving customers. The content has been used to build recruiting efforts, apply for new franchise acquisition and capture new store opening events.

This [recruiting] video was posted on August 25^th, 2020 and boosted through Facebook. During the Facebook boost they had 17,288 “reaches” and 348 clicks over the course of 10 days, which is phenomenally high. They spent approximately $150 on boosting. They boosted the video a second time on February 22, 2021 for $50 and reached 7,727 people with over 2000 thru-plays.

Corey went the extra mile to make our film as dramatic as possible. Corey’s ability to brainstorm and create the vision is hands-down the reason it’s so easy and fun to collaborate. He’s not just the person who captures the film and puts it together, he creates the mood, the feel, and the thoughtfulness that goes into each shot and location... Not only were the metrics on Facebook great but our video was re-shared with Chick-fil-A employees and Chick-fil-A Corporate in 13 states - Kansas, Tennessee, Alabama, Georgia, Ohio, Texas, Kentucky, Florida, Pennsylvania, Indiana, Colorado, North Carolina, and Virginia. Employees at other Chick-fil-A’s were tagging their coworkers and marketing directors.