{"id":3305,"date":"2021-12-10T14:55:54","date_gmt":"2021-12-10T19:55:54","guid":{"rendered":"https:\/\/www.productionsoptimales.ca\/?p=3305"},"modified":"2025-03-14T15:23:09","modified_gmt":"2025-03-14T19:23:09","slug":"destroy-to-build-better","status":"publish","type":"post","link":"https:\/\/www.productionsoptimales.ca\/en\/detruire-pour-mieux-construire\/","title":{"rendered":"DESTROY TO BUILD BETTER"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div id=\"ut-row-6ac73be1dace5\" data-vc-full-width=\"true\" data-vc-full-width-init=\"false\" class=\"vc_row wpb_row vc_row-fluid vc_column-gap-0 ut-row-6ac73be1dacee\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\" ><div id=\"ut_inner_column_6ac73be1db559\" class=\"vc_column-inner\" ><div class=\"wpb_wrapper\">\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<h2>Why destroy two microwaves?<\/h2>\n<p class=\"03CorpsSimple\"><!--more--><\/p>\n<p>Mealtime, the family and the microwave, so many familiar things. How can we do justice to life's little pleasures without falling into banality? How can we rediscover the happy anticipation of a good meal and the pleasure of having something ready to hand?<\/p>\n<p>Everyday life often blinds us. What we observe as extraordinary gradually disappears into routine. A filmmaker's job is to destroy this lazy gaze. He has to reconstruct the way you look at your environment.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_6ac73be1dbc4b { opacity: 1; }#ut_am_wrap_6ac73be1dbc4c .ut-image-gallery-item-caption-title h3 { letter-spacing: -0.03em; }#ut_am_wrap_6ac73be1dbc4c .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_6ac73be1dbc4c { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_6ac73be1dbc4c { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_6ac73be1dbc4c { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_6ac73be1dbc4c\" class=\"ut-image-gallery-image\"><div id=\"ut_reveal_6ac73be1dbc4d\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image\"  id=\"ut_am_6ac73be1dbc4b\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1300 867'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/C5A9466-1300x867.jpg\" width=\"1300\" height=\"867\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<p>This was the challenge for the production of the advertisement for Tout Cuit, a division of Groupe Je Re\u00e7ois. With the guidance and collaboration of Bambou Communication Marketing, we developed a visual strategy for the project.<\/p>\n<h3>The power of point of view<\/h3>\n<p>The objects around us seem ordinary in the face of the wear and tear of their continual presence. A camera has the power to show us an unfamiliar angle, to make us marvel again at the old. That's why we chose to film a microwave from the inside, not only with movement and from above (as if we were embedded in the walls), but also in action.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_6ac73be1dbf42 { opacity: 1; }#ut_am_wrap_6ac73be1dbf43 .ut-image-gallery-item-caption-title h3 { letter-spacing: -0.03em; }#ut_am_wrap_6ac73be1dbf43 .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_6ac73be1dbf43 { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_6ac73be1dbf43 { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_6ac73be1dbf43 { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_6ac73be1dbf43\" class=\"ut-image-gallery-image\"><div id=\"ut_reveal_6ac73be1dbf44\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image\"  id=\"ut_am_6ac73be1dbf42\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1300 867'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/C5A9473-1300x867.jpg\" width=\"1300\" height=\"867\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<p>With this cinematographic trick, we could see the daily life of a family unfold through its interactions with Tout Cuit meals, and unite the family through the act of eating. To do this, we modified two used microwaves to create the framings we imagined. We cut out the metal partitions and manually imitated the movement of the plate by placing a technician underneath. The technician could then reproduce the circular movement of the plate in our hand-crafted construction. This allowed us to create shots that would have been impossible without artistic direction.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_6ac73be1dc1df { opacity: 1; }#ut_am_wrap_6ac73be1dc1e0 .ut-image-gallery-item-caption-title h3 { letter-spacing: -0.03em; }#ut_am_wrap_6ac73be1dc1e0 .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_6ac73be1dc1e0 { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_6ac73be1dc1e0 { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_6ac73be1dc1e0 { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_6ac73be1dc1e0\" class=\"ut-image-gallery-image\"><div id=\"ut_reveal_6ac73be1dc1e1\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image\"  id=\"ut_am_6ac73be1dc1df\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1300 867'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/C5A9486-1300x867.jpg\" width=\"1300\" height=\"867\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<h3>The power of movement<\/h3>\n<p>In fact, the idea of the microwave's characteristic circularity very quickly guided the entire visual design of the ad. We felt it was crucial to recapture the feeling of time passing in a busy day. To this end, the circle, symbol of the cycle, was the ideal visual motif. As a result, the rotundity of the graphic elements in the ad - the Tout Cuit logo itself, the doorbell, the doilies, the microwave plate, etc. - is striking.<\/p>\n<p>The final shot is the apotheosis of this guideline, with a 360-degree circular pan. This kind of shot is rare in cinema, because it prevents the lighting sources from being well concealed, requires a rigorously choreographed scene and a set that can be played from all angles. An electric turntable with a camera held by sandbags on its base was placed in the middle of the dining table. Thanks to this device, we were able to create a fluid sequence shot, in which the family was reunited for the first time during the day. In this way, the family could enjoy their meal without any cuts, a visual representation of their unity.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_6ac73be1dc483 { opacity: 1; }#ut_am_wrap_6ac73be1dc484 .ut-image-gallery-item-caption-title h3 { letter-spacing: -0.03em; }#ut_am_wrap_6ac73be1dc484 .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_6ac73be1dc484 { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_6ac73be1dc484 { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_6ac73be1dc484 { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_6ac73be1dc484\" class=\"ut-image-gallery-image\"><div id=\"ut_reveal_6ac73be1dc485\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image\"  id=\"ut_am_6ac73be1dc483\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1920 1080'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/OPTIMALES2_2924.jpg\" width=\"1920\" height=\"1080\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div>\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<h3>Transforming a room into several scenes<\/h3>\n<p>To maximize the time available and minimize shooting costs, the entire commercial was shot in a single location: a cottage. To do this, we successively transformed the chalet into a hospital, a family home and a garage. There are several aspects to consider in this kind of approach: art direction and sound in particular in this case.<\/p>\n<h3>A costume evokes a world<\/h3>\n<p>Once we'd found a location whose rooms exuded different atmospheres, we relied on the costumes to suggest places. With this in mind, the mechanic's work outfit evoked the garage, the nurse's outfit the hospital, and the sports outfit the soccer field. The search for different costumes was key to the success of our method. In addition to this costume suggestion, we also color-coded our accessories. The reason was simple: the Tout Cuit logo had to be reminded of its color, red. However, if you look closely at the advertising, it's easy to see that the door, the fabrics and the various objects are all in the company's colors. The aim was to bring branding to the fore in an unconscious way by creating a coherent universe around the product.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div class=\"wpb_content_element ut-gallery-5  clearfix\"><style type=\"text\/css\">#ut_ig_6ac73be1dc5ec .ut-lazy:not(.ut-image-loaded) + .ut-video-module-loading { display:block; }#ut_ig_6ac73be1dc5ec .ut-lazy.ut-image-loaded + .ut-video-module-loading { display:none; }<\/style><div id=\"ut_ig_6ac73be1dc5ec\" class=\"ut-image-gallery ut-image-gallery-module  ut-image-gallery-5 clearfix\" data-settings=\"{&quot;animate&quot;:true,&quot;effect&quot;:&quot;&quot;,&quot;lazy&quot;:true,&quot;delay_animation&quot;:false,&quot;global_delay_animation&quot;:false,&quot;delay_timer&quot;:100,&quot;global_delay_timer&quot;:100}\" ><div  data-count=\"2\" class=\"ut-image-gallery-item ut-animation-done grid-50 tablet-grid-50 mobile-grid-100\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-image-gallery-image\" ><img decoding=\"async\"  class=\"ut-lazy skip-lazy\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1300 867'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/584_1871-1300x867.jpg\" width=\"1300\" height=\"867\"><\/div><\/a><\/div><div  data-count=\"2\" class=\"ut-image-gallery-item ut-animation-done ut-animation-done grid-50 tablet-grid-50 mobile-grid-100\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-image-gallery-image\" ><img decoding=\"async\"  class=\"ut-lazy skip-lazy\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 1300 867'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/584_1852-1300x867.jpg\" width=\"1300\" height=\"867\"><\/div><\/a><\/div><div class=\"ut-image-gallery-sizer\"><\/div><div class=\"clear\"><\/div><\/div><\/div>\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<h3>A sound is worth a thousand images<\/h3>\n<p>Our best ally in bringing to life the environments perceived through the microwave was sound. Indeed, the visual constraint confined us to close-ups. Without the aid of wide shots, we needed to quickly understand where we were in this restricted visual frame. For this, nothing beats good sound design. The sound of a train conjures up a multitude of images of stations, railroads and passenger carriages.<\/p>\n<p>This is how J\u00e9r\u00f4me Boiteau, our Studio Expression designer, constructed a framework of ambient noises adapted to our narrative objectives. Not only did the sound of scrap metal help us imagine the garage, but he also had the idea of embracing the muffled sound perspective of the microwave and exaggerating its natural whirring by distorting its acoustics. Over and above realism, we wanted to create an out-of-this-world sound experience that would surprise viewers by taking them into the unknown through the sounds of their daily routine.<\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<div id=\"ut-row-inner-6ac73be1dd3ff\" class=\"vc_row wpb_row vc_inner vc_row-fluid ut-row-inner-6ac73be1dd407\" ><div  class=\"wpb_column vc_column_container vc_col-sm-6\"><div id=\"ut-column-inner-6ac73be1dd97e\" class=\"vc_column-inner vc_column-inner-nested\"><div class=\"wpb_wrapper\">\r\n\t<div class=\"wpb_text_column wpb_content_element\" >\r\n\t\t<div class=\"wpb_wrapper\">\r\n\t\t\t<h3>It's by mastering illusion that we rediscover the hidden truth of our daily reality.<\/h3>\n<p>Once again, by deconstructing reality, we invented a solid fiction. It forced us to rediscover the different possibilities of this place. In cinema, advertising and video, it's by mastering illusion that we rediscover the hidden truth of our everyday reality.<\/p>\n<p>Link to the making-of video : <a href=\"https:\/\/vimeo.com\/646139510\">https:\/\/vimeo.com\/646139510<\/a><\/p>\n<p>Ad link: <a href=\"https:\/\/vimeo.com\/605615753\">https:\/\/vimeo.com\/605615753<\/a><\/p>\n\r\n\t\t<\/div>\r\n\t<\/div>\r\n<\/div><\/div><\/div><div  class=\"wpb_column vc_column_container vc_col-sm-6\"><div id=\"ut-column-inner-6ac73be1ddc6b\" class=\"vc_column-inner vc_column-inner-nested\"><div class=\"wpb_wrapper\"><div  class=\"wpb_content_element   clearfix\"><style type=\"text\/css\">#ut_am_6ac73be1dde8c { opacity: 1; }#ut_am_wrap_6ac73be1dde8d .ut-image-gallery-item-caption-title h3 { letter-spacing: -0.03em; }#ut_am_wrap_6ac73be1dde8d .ut-gallery-slider-caption { font-weight: bold; }#ut_am_wrap_6ac73be1dde8d { text-align: center; }@media (min-width: 768px) and (max-width: 1024px) { #ut_am_wrap_6ac73be1dde8d { text-align: center !important; } }@media (max-width: 767px) { #ut_am_wrap_6ac73be1dde8d { text-align: center !important; } }<\/style><div id=\"ut_am_wrap_6ac73be1dde8d\" class=\"ut-image-gallery-image\"><div id=\"ut_reveal_6ac73be1dde8e\"  data-appear-top-offset=\"auto\" class=\"ut-animated-image-item ut-image-gallery-item ut-animation-done\"><a class=\"ut-deactivated-link\" href=\"#\"><div class=\"ut-animated-image-zoom\"><img decoding=\"async\" class=\"ut-lazy skip-lazy ut-animated-image\"  id=\"ut_am_6ac73be1dde8c\" src=\"data:image\/svg+xml;charset=utf-8,%3Csvg xmlns%3D'http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg' viewBox%3D'0 0 4480 6720'%2F%3E\" data-src=\"https:\/\/www.productionsoptimales.ca\/wp-content\/uploads\/2021\/12\/C5A9502.jpg\" width=\"4480\" height=\"6720\" alt=\"\"\/><\/div><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row-full-width vc_clearfix\"><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Why destroy two microwaves?<\/p>","protected":false},"author":9,"featured_media":3306,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"link","meta":{"footnotes":""},"categories":[35,33],"tags":[],"class_list":["post-3305","post","type-post","status-publish","format-link","has-post-thumbnail","hentry","category-technique","category-video","post_format-post-format-link"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00c9TRUIRE POUR MIEUX CONSTRUIRE | Productions Optimales<\/title>\n<meta name=\"description\" content=\"Making-of de la production de la publicit\u00e9 r\u00e9alis\u00e9e pour Tout Cuit.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.productionsoptimales.ca\/en\/destroy-to-build-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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