Deliverables: 30s TVC, 15s Social Cutdown
Crew Size: 15
Location: Hackney, London 🇬🇧
Agency Partner: Incubeta

🍓 The Brief

We were brought on by agency partner Incubeta to execute a high-end food commercial for Tiptree.

The creative, concept, and storyboards were already fully developed by the agency. Our role was to deliver best-in-class production, from casting and direction through to cinematography and on-set execution, translating the creative vision into a polished, cinematic final film.

The output was a 30-second hero advert supported by a 15-second cutdown for social and broadcast use.

🎬 Production Approach

The entire production was shot across two days in a single London house location. Although the shot count was relatively low, around 15 to 20 shots in total, the focus was firmly on craft and detail.

Every element was considered:

• How the toast looked as it came out of the toaster
• How the jam caught the light
• How steam rose from mugs
• How wardrobe, props, and food styling worked together

This was about precision rather than volume.

🍞 Food Styling and Detail

A specialist food stylist played a central role in the success of the shoot. They arrived with a wide range of props, ingredients, and setups, preparing multiple variations of toast, spreads, and breakfast elements in advance so we could move quickly on set.

Highlights included:

• Dozens of toast options prepped and rotated
• Fishing wire used to make toast jump playfully from the toaster
• Continuous steam maintained in mugs using hot water
• Multiple jam spread techniques to find the perfect texture

These small details were what made the final film feel premium and indulgent.

📸 Cinematography and Lighting

The film was shot on our RED cinema cameras to achieve a glossy, high-end food commercial look.

A probe lens was used for extreme macro shots, including detailed jam spreading moments, giving the audience an intimate view of texture and colour.

Lighting was designed to evoke a soft morning, golden-hour feel. Our gaffer played a crucial role here, carefully shaping the light to create a warm, glowing breakfast atmosphere throughout the house location.

Most shots were executed using dolly movement, adding subtle motion and elegance to the visuals.

🎥 On-Set Collaboration

A full video village was set up with a multi-feed transmission system, allowing four live feeds from camera:

• Operator
• Client and agency
• Focus puller
• Stylist

This setup allowed Incubeta and the client to approve details in real time, ensuring everyone stayed aligned and confident as the shoot progressed.

⚡ The Result

A beautifully crafted food commercial that celebrates the joy of a British breakfast, delivered with cinematic polish and attention to detail.

By focusing on lighting, movement, food styling, and precise execution, we helped bring the agency’s creative vision to life in a way that felt premium, warm, and indulgent.

A smooth, collaborative two-day shoot resulting in broadcast-ready and social-ready assets that both agency and client were delighted with.