"SAND Co is a startup aiming to produce exquisitely unique handmade watches with the following outrageous premise - No two watches identical. As crazy as it sounds, they've actually managed to pull it off, with a unique paint dipping process to create a unique watch every single time, on every single dial." - Part I of A journey through Sand
Right from the beginning and conceptualization of the film, we knew we wanted the film to be as organic, even dreamlike, as possible. Being a 100% handmade watch from beginning to end is a unique selling point few watches are able to claim, and as such, we wanted that to reflect in the video. This called for a organic style of filming, as well as very careful framing and composition.
Due to the organic and artisanal nature of the product and film, we opted to shoot the film as minimally as possible. The last thing we wanted was for the video to seem overproduced and sterile, with daylight filling lighting and overly produced camera moves.
Our primary camera of choice was the amazing Sony FS5, it was a no-brainer, really. We needed a camera which was capable of high speed slow-motion recording, good low light performance and good dynamic range. The FS5 ticked all our boxes. Paired with the FS5 was a collection of Canon 'L' lenses. (16-35, 24-105, 100, 50).
For camera supports, we utilized Vinten/Manfrotto tripods, a Glidecam HD2000 and Kessler's "Not-So-Pocketable" Pocket Dolly slider. As for lights, well....We decided to use the brightest light available to us - The sun. Natural light, in our opinion, felt the most natural and fitted the mood of the film best.
Filming of the piece took place over the course of 1 month, due to the busy schedules of both us and the talents, as well as the many setups at difference locations. Logistically, it was a nightmare. Eventually, though, we pulled it off, with picture wrap in the early part of June.
Filming was very deliberate and considered, even bordering on obsessive, with every single shot repeated to perfection.
In a way, this was also the first time I really had the opportunity to push the FS5 to its capabilities since upgrading from the 5DMK3. Many shots involved pushing the camera to its limits, especially the low light slow motion shots. I had always known the FS5 was a capable camera, but its performance through this production surprised me thoroughly. Its ability to handle itself in challenging lighting conditions and detail retention in very high contrast situations (such as the sunset scene) was superb. Paired with Canon 'L' lenses, it really was a killer combo for a very reasonable price.
The next step after picture wrap is, arguably, where the magic happens. It is where a mess of over 200GB of uncut footage culminates together into one coherent piece. For this, we used Adobe's Premiere Pro CC.
Once the film is put together, it's time for colour correction and grading. This is especially crucial as we shot the entire film in S-LOG, a flat picture profile which maximizes latitude and dynamic range with very flat, dull colours, giving us the most flexibility in post
For the structure of the video, we wanted the first 3 minutes to be an introduction of the brand, with beautiful close up B-roll shots of the watch as well as interviews with the founder, Jun Hong. The last 1 minute of the film is made up of lifestyle shots filmed and edited to resemble a flashback sequence or dream, with dynamic camera moves and time ramps to capture the fleeting nature of a flashback or memory.
With the footage cut together, the audio normalized and the film colour graded, the editing process is concluded.
Stay tuned for part III, where we'll release the final film alongside the official kick-starter campaign release of SAND CO's watches. In the mean time, do watch the behind the scenes video of the filming process below!
EDIT: Part 3 live now!