The Process
Since their team was based outside of California where Raley’s stores are located, we were tasked with the responsibility of producing the commercial by tapping into our resources here in the San Francisco Bay Area.
The project required a month’s worth of preproduction that included several rounds of casting calls, detailed storyboarding, location scouts, and crew hiring. The production was scheduled for one overnight shoot at a local Raley’s grocery store and one day at two private residences. The initial post-production lasted one month with additional edits needed as the holiday season lasted.
