In working with my team (Team 4) to create a video for Caffé Artigiano, one of the major challenges that we had to face was our lack of experience in filming and editing a video. What set us apart and alleviated this “problem” was how we took the development of the project through steps, beginning with the Planning Phase.

A trend that began from previous group assignments was that we all managed to meet one or two weeks before the due date, and this helped us deliver our best quality for the project at hand. Planning and writing the script was what probably took the longest, or at least that’s how we perceived it. Being six members, we all had different ideas of what we could do, but they easily filtered down to a common idea of how we were going to present the company’s current image and situation in the market. Moreover, we agreed that there had to be a clear comparison of Caffé Artigiano with its competitors, in order to present our analysis in an engaging manner.

The idea of filming potential business meetings in three different locations effectively promoted the target segment that we had chosen forCaffé Artigiano. Soon, this evolved into a “talk show”, an idea pitched in by Neil, Connor and Ben. I personally loved the idea, as I am sure that it is very creative, and something that not a lot of people have come up with in previous marketing projects.

Filming the video took us half a day, and all three locations (Caffé Artigiano, Starbucks, and McDonalds) were conveniently close to each other. We were fortunate that we were allowed to film inside every location, and it was a lot of fun. One problem that we did encounter for the talk show scenes was the lighting quality, since we filmed at night. This is an aspect that we could have improved on.

Overall, I am very happy with the end product, as it provided an engaging storyline that was rich in information about the current environment of the company, as well as providing appropriate and realistic recommendations that could improve Caffé Artigiano’s image and market share in Vancouver and beyond.