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Milkmaid Mini

Product Relaunch

Make, Pour... and much more...

My Relevance

1.
Cracked the Idea.
Cracked the Story.
Co-wrote it with Vedika,
the writer from the Delhi team. 

Fleshed out the eventual Film.

2.

Used my knowhow in lighting, production design and cinematography to figure out how to shoot a brownie (an oversight by the PH) that had started to sink in the middle like a cake coming out of an oven.

The lighting for aluminium inside of the oven wasn't working out.

The baking trays sourced by the PH was aluminium, and therefore
not premium enough for the client. 

So I designed an apparatus on set using thermocol, cardboard, shiny brown butter paper and 3 layers of hard glaze (2 thick layers to begin with and 1 thin layer just before the shot) to prop up the brownie from the centre like a cake. Made sure the freshness feel was captured with dabs of hard glaze in the right places. Made sure to crush the brown butter paper to the exact amount needed for hiding the aluminium-ness of the tray and a soft, natural reflection of the studio light on to the brownie a.k.a the cake. 

Did this, not interfering inordinately, but only when I was asked to intervene and solve the issue by the Senior Stakeholders in the agency who knew of my ability to come up with quick solutions, and also of my skills with camera, lighting and production design.


​
Kiya toh Kya Kiya? 
 
1.
Cracked the Idea.
Cracked the Situations. 

Fleshed out the Film.

2.
Worked closely with the client, Ronnie Screwwala, in deciding the approach to the project.

3.
Made sure the budget got pushed from 1.5Cr to 2.65Cr for lending scale to the film and casting actors with appeal and skill relevant to our target audience: mainly all of North India, Eastern India, and Central India -- a bastion that upGrad hasn't been able to infiltrate much. 

4.
Worked closely with Producer & Director, Anupam Mishra & his Production House, Belief Films, to make sure we got a minimalist, easy to interpret, but aesthetically appealing execution for the film through extensive set creation, with a before & after movement to the story that was executed organically on set.

5.
Pushing back the internal PH & convinced Senior Stakeholders to go ahead with a Director & PH that had a trusted history of managing large campaigns with a good amount of flair and competence.

6.
Supervised the edits and the VO.


7.
Pushed the director to get a better music director than the one who started working on the project initially.


Supervised the making of the background score & SFX.

Baaki jo bhi aap chaahein, poochh sakte hain. 

Phir Kaaju-Badaam

 The Jugular Nib

 

©2023 by Ayush Prasad.

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