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Crave Nasi Lemak: Food Retail Brand Video Case Study

Recently, our team was presented with a chance to collaborate with Crave Nasi Lemak on the creation of a captivating short social media video. In this article we will be delving into our team’s working process from pre-production to post.

Note: Some content in this article may be enhanced or paraphrased by using AI writer software.

The Vivid Snaps Team

Vivid Media Company Group Photo Singapore
Group photo of the Vivid Snaps video production team

Our team consists of media professional with expertise in video production from pre to post. Consisting of videographers, video editors, director, project coordinators and graphic designer. Our portfolio is focused on corporate clients. And our works ranges from internal communication videos, brand story videos, virtual & hybrid events and corporate photography.

Green Screen Studio for Corporate Filming

Reference Photo of Green Screen Studio in Singapore
Green screen studio setup at Vivid Snaps office

Our office houses a small green screen studio, suitable for filming of up to 2 on-screen talents. This is exclusively reserved for our clients, so to provide high availability and convenience when engaging our video production services.

For more reference photos of our green screen studio, please visit our Green Screen Studio Singapore blog post.

The Brief

Delving into the details outlined in the client’s brief, it became evident that our task revolved around crafting a succinct yet impactful video slated for launch on the upcoming national day. The underlying objective of this project is to document the journey of Crave Nasi Lemak, highlighting its steadfast presence in the lives of Singaporeans ever since its inception at the renowned Adam Road Food Centre.

The video will be shared on Crave Nasi Lemak’s social media platforms, ensuring that its message reaches a wide range of people. Additionally, the video will also be played in Crave Nasi Lemak’s physical stores, giving customers a chance to connect with the brand’s history.

In a nutshell, this project is more than just a promotional video. It’s a tribute to tradition, a way to celebrate good food, and a nod to the role that Crave Nasi Lemak has played in the lives of Singaporeans. We’re putting our heart into creating a video that not only tells a story but also forges a connection – between the brand and its customers, and between the past and the present.

Our Concept for the National Day Themed Food Retail Brand Video

Our video concept revolves around tracing the life journey of a young boy as he matures over the years, consistently savouring the offerings of Crave Nasi Lemak. Through this storytelling approach, we aim to spotlight the growth and evolution of the young boy and also the parallel evolution of Crave Nasi Lemak itself. The story will take us from the boy’s early childhood to his adulthood, mirroring the transformation of the original humble store into a flourishing nationwide franchise.

By juxtaposing the boy’s life stages with the brand’s historical milestones, we’re creating a narrative that resonates on both an emotional and visual level.

To heighten the engagement factor, our intention is to infuse a vibrant and dynamic energy into the video. We envisage a musically-driven approach with a quick pace. This choice is deliberate, as it’s meant to seize the viewers’ attention from the get-go. By using music as a driving force and maintaining a brisk tempo, we intend to ensure that the video is not only entertaining but also captivating.

Crave Nasi Lemak Emotional Social Media Ad Storyboard Sample
Snippets from the storyboard we created.

The Challenge

Just like any video production endeavour, crafting this particular video came with its own distinct set of hurdles. Among these challenges, a significant one our team encountered was the task of seamlessly threading together a narrative that stretched across several years within a limited time frame. Tackling this obstacle head-on, our team brainstormed and strategised to find an effective solution.

The approach we adopted involved a dual strategy of utilising matching transitions and time stamps. These elements were the key to maintaining the video’s cohesiveness while ensuring that the storyline remained comprehensible even with the frequent shifts in time. By employing matching transitions, we were able to create a visual link between different time periods, guiding the viewer through the chronology of Crave Nasi Lemak’s journey.

Additionally, incorporating time stamps at strategic points served as a navigational aid for the audience. This decision was particularly crucial given the video’s brief duration, as it allowed us to strike a balance between brevity and clarity.

Site Recce & Planning

Given the complexity of our concept, which involved multiple locations, our team diligently carried out a series of site recces. These site recces were instrumental in providing our team with an in-depth understanding of each location. This was particularly crucial, as it allowed us to gauge important factors such as traffic flow, which is pivotal for scenes set in crowded areas like the food center.

Crave Nasi Lemak Food Retail Brand Social Media Advertisement Video
Images from our site-recce for the Food Retail brand video

Given the tight production timeline, we faced the challenge of capturing all the necessary shots in a single day. This compressed schedule required meticulous planning and precise coordination. Among the logistical puzzles we had to solve was the need to film within a mall before its usual opening hours. This posed a unique set of challenges, including ensuring that the space was ready and that we adhered to the timeline while maintaining the utmost efficiency.

Video Filming & Production

As previously mentioned, we faced the daunting challenge of condensing our entire shoot, spanning numerous locations, into just a single day. Our primary objective was to avoid any disruptions that could potentially trigger a cascade of delays, jeopardising the entirety of our tightly scheduled production.

The underlying fear was that even a minor overrun at one location could set off a chain reaction, causing a ripple effect that might throw off the carefully coordinated sequence of shots. In essence, our team operated with a sense of clockwork precision, leaving no room for error.

Crave Nasi Lemak F&B National Day Social Media Ad Video Production Singapore 2023
Behind the scenes images from the Food Retail Brand video filming

Despite the time constraints and the pressure to maintain a tightly scripted schedule, the shoot proceeded with remarkable smoothness. It was an exhilarating experience that left the team invigorated and excited about the creative process.

This project reiterated a fundamental lesson that our team has accumulated through years of video production: meticulous planning is the linchpin of success. It is the blueprint that ensures every piece of the puzzle fits perfectly, allowing us to navigate complex challenges and constraints while still achieving our creative vision.

Crave Nasi Lemak F&B National Day Social Media Ad Video Production Singapore 2023
Behind the scenes images from the Food Retail Brand video filming at a Hawker Centre

The Final Product of the Food Retail Brand Video

Reference of the final video for CRAVE Nasi Lemak, Celebrating National Day.

Director: Jackson Ho | Producer: Ledon Lim | Director of Photography: Melvin Mak | Gaffer: Alden Thng | Grip/Camera Assist: Felicia Liu, Brian Teo | Sound: Zhi Yanlin | Production Assistants: Calista Kit, Chloe Tng | Editor: Gwendolyn Koh

The editing phase of our project unfolded over a span of approximately two weeks, during which we devoted meticulous attention to two critical elements: music selection and the overall pacing of the video.

Among these, the choice of music played a pivotal role in crafting the emotional resonance of our video. The selection process was not merely about choosing a catchy tune; it was about finding the perfect auditory companion that would complement the visual narrative, evoking the right emotions at precisely the right moments.

Simultaneously, pacing emerged as another paramount consideration. Achieving the perfect tempo was essential to maintain the viewer’s engagement throughout the video’s duration.

In the end, our team is brimming with delight and a profound sense of fulfillment for having had the privilege to collaborate with the Crave team. Witnessing our hard work now gracing the television screens at Crave outlets is not just professionally gratifying, but also personally fulfilling. It signifies the culmination of our collective efforts and reaffirms the power of collaboration in bringing ideas to life.

How Can Vivid Media Do for Your Food Retail Video?

Vivid Media Company Group Photo Singapore
Group photo of the Vivid Media video production team

We have a track record of serving organisational clients, corporate clients and brands.

When you have a business objective and a brief idea of the video you want to produce, our team can develop the concept for you. In our pre-production process, we speak with you to understand the intricacies of your business, develop storyboard, do location site-recce, cast talents and plan the shots needed.

Our team is ready to work with you. Leverage on our combined expertise for your media production. Our core expertise are in the following fields:

  • Corporate video production
  • Live streaming for virtual & hybrid events
  • Corporate photography
  • Event photography & videography

For a profile of our team, visit About us to learn more.

Get a Price Quotation for Your Food Retail Brand Video

Some projects are straight-forward while others can be complex, drop us a message with your project requirements. Our project coordinator will get in touch with you to provide a price quotation.

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