We have asked the creator of our videos to tell their story about our cooperation and the results. Robin Schmidt from Elskid.com talks about his experience with brand videos and Arena Flowers:

“Dubstep is defined as “tightly coiled productions with overwhelming bass lines and reverberant drum patterns, clipped samples, and occasional vocals” so, for an online florist to buy into a viral marketing concept built around this relatively new form of dance music requires something of a leap of faith. Fortunately, that’s how some of the best virals come about, that peculiar juxtaposition of two incongruous elements. In other words, a mashup.

Myself and my colleague Simon Wan come from the world of music videos and extreme sports but we’ve also spent a lot of time working with brands to help them express their personality through moving image. This is a slightly frustrating exercise sometimes as companies have an idea of what they’re about which is quite a long way removed from how their customers perceive them. Hence the awkward, cheesy corporate videos that have come to define the genre. We tend to think a little bit differently, particularly when it comes to consumer brands and, given our core competence is not filmmaking but entertainment, that’s usually the first place we start. The first meeting we had with Arena you could tell these guys had a much less restricted idea of their place in the world than most companies and it wasn’t hard to sell them on the idea of just doing something cool. For no other reason than it was just cool.

Dubstep “X” is a familiar title on YouTube with all manner of well-known commercial properties being given the dubstep treatment but we’d never seen it done with flowers before. Flower advertising has always consisted of beautiful, slightly hazy shots of the products looking all fresh and sweet and lovely, with some touchy feely music and a female voiceover. We were aiming this campaign squarely at the predominately male audience making their once-a-year Valentine’s day purchase. So, doing a grimy, music video inspired dubstep viral was a very exciting prospect.

We shot the video in about three hours in an underground car park in Hitchin, using minimal lighting, a small super 35 camera and a skateboard. The laser effects were all added in afterwards and that’s really all there was to it. Our poor sample flowers were completely destroyed by the end, so much so that we had to reshoot our pack shot a few days later. You have to make some concessions to the world of traditional advertising! In dance music a ‘fresh’ beat is one that has a very strong groove to it. We felt that was the perfect descriptor for Arena’s product so it was a match made in heaven.

And that’s how we delivered an experience for Arena Flowers.”

See more videos from Arena Flowers here.