VIKING IMPORTS

AGENCY
DOCUMENT PHOTOGRAPHY BRIEF
DATE 14 JULY 2023
Creative Direction Viking Imports _ Berries and Mushrooms

Hi! Thank you for taking this on.

We want to capture the journey the berries and mushrooms take from the
fields and the forest of Serbia.

We want to show the pristine, beautiful countryside of Serbia. How the

berries and mushrooms grow there. The workers that make it possible. And
of course the amazing quality product.

We have split it into 1) field crop and 2) forest crop. And we have given a
rough guide to what shots could be good.

So while we wont be able to be with you for every shot we hope this guide
will give you an idea of the things we like and some things we don’t.

Please feel free to contact me on jeffrey@theoffices.com.au if you have any

questions at all.

Much thanks

Jeffrey

PS: Please shoot a variety of horizontal and vertical captures. Approximate-

ly 65% Horizontal / 35% Vertical
Creative Direction Light we like Viking Imports _ Berries and Mushrooms

Light creates mood and contrast. If it is a sunny day the light from 5-10am control the weather. Often the light is flat and that’s okay too. Here are a
and 3-7pm the light is lovely. Middle of the day can get harsh. But we can’t few examples of each where it works well.

BRIGHT SUN FLAT LIGHT (This is probably best for us for us but DRAMATIC LIGHT
we will work with what is available)
Creative Direction Things we don’t like Viking Imports _ Berries and Mushrooms

Overhead light that looks harsh. No contrast. No Overly set up photos Boring shots without Photo types you see Smiley. We dont want
mood. Looks like a photo your mom would take. a focal point over and over them to look miserable
but no fake smiles.

Too moody. Off brand

Creative Direction Mood is important. Viking Imports _ Berries and Mushrooms

We want everything to feel authentic and real. Not phony or staged. We

want interesting things that show the unique quality of the area and Serbia.
Creative Direction Where possible, capture Viking Imports _ Berries and Mushrooms
things important to Vikings values

Authenticity and Provenance

Show a sense of the Balkan Region. Local touches
such as area signs, people, villages, etc

Wellness
Quality Show clean environment, clean rivers and forests,
Where possible, show perfect fruit either individually beautiful areas. Crop out any overly industrial ele-
or in punnets or bowls ments from the landscape.
Creative Direction Where possible, capture Viking Imports _ Berries and Mushrooms
things important to Vikings values

GOOD BAD
- Fresh fruit in perfect shape - Loud clothing,
- Simple uncluttered composition - Plastic [Keep things as natural as possible. If they
- Brown paper wraps use plastic buckets or bins that’s fine - just don’t
- Wooden or paper boxes want plastic all over the place.
- Clothing without big graphics - Children
- Happy, concentrating workers [but not too smiley] - Anything political
- Natural beauty of the land - Graffiti
- The processing stage. Any shots from the factory. - Not too many shots of berries in hands please
- Cleanliness and hygiene - Stiff posed people
- Interesting tools they use to harvest with - Unnatural smiling
- Interesting still-lifes (See below) - Too much depth of field [a bit of blur is okay but
prefer shots to be crisp and clean.]
Creative Direction Shot Inclusion Viking Imports _ Berries and Mushrooms

Shots should be a variety of:

Traditional Photography (60%)

5-8 Second video capture (25%)

Anything that can be a photo can be a short video:

- Someone picking a berry and putting in bucket

- Walking in and stacking trays of berries

- Workers walking to fields or through fields

- Images of the fresh picked produce

10-15 Second video capture (5%)

If we could get a few videos that lasted a little bit longer so we can splice
together with short videos that would be useful.

- An overview of the land

- The fruit being picked

- Fruit being stacked

Drone capture (10%)

- Love overhead shots / video of workers, fields, forest, berries.

Section 1: Shot List In Field / Blackberries and Raspberries Viking Imports _ Berries and Mushrooms

Shot 1
Single pickers The way you have branches slightly across foreground
The subtle lighting here is is great in these. The woman wouldn’t be smiling
very nice unnaturally though.

Shot 2
Things that look believable
Closer shots of picker and product like someone inspecting the
Things that look natural berries in hand. NOT holding
like inspecting the fruit them out in cupped hands Nice, simple.
Section 1: Shot List In Field / Blackberries and Raspberries Viking Imports _ Berries and Mushrooms

Shot 3
Things that look believable
Berries, mounded inside picking containers like someone inspecting the
berries in hand. NOT holding Great light and
them out in cupped hands composition

Shot 4
Small groups of pickers at work

Love this A bit blurry but this is fantastic

Section 1: Shot List In Field / Blackberries and Raspberries Viking Imports _ Berries and Mushrooms

Shot 5
Evidence of local environment,
such as native plants growing nearby
Maybe Aerial

Shot 6
Overview or closeup of plantation area

Maybe Aerial
Section 1: Shot List In Field / Blackberries and Raspberries Viking Imports _ Berries and Mushrooms

Shot 7
Overview of mountains

Maybe Aerial

Shot 8 and 9
We are unaware of what equipment is used in each facility. Please capture the feeling that the fruit is being treated, cleaned and
prepared. Capture the sorting and cleaning of the fruit after the harvest in the facilities. Show cleanliness and professionalism
Section 2: Shot List Foraging in the Forest / Mushrooms and Blueberries Viking Imports _ Berries and Mushrooms

Shot 1
Forest Floor

Shot 2
Equipment or picker close to mushroom,
inspecting for quality
Section 2: Shot List Foraging / Mushrooms and Blueberries Viking Imports _ Berries and Mushrooms

Shot 3
Pickers working

Shot 4
Small groups of pickers at work
Section 2: Shot List Foraging / Mushrooms and Blueberries Viking Imports _ Berries and Mushrooms

Shot 5
Picked mushrooms/blueberries, inside picking
containers

Shot 6
Evidence of clean local environment, such as clear
streams or native moss or other plants
Section 2: Shot List Foraging / Mushrooms and Blueberries Viking Imports _ Berries and Mushrooms

Shot 7 and 8
We are unaware of what equipment is used in each facility. Please capture the fruit is being treated, cleaned and prepared. Also see if
you can get a feel of family, happiness and compatability withing the work crew.

Shot 9 and 10
Mushrooms would be treated much differently than berries at the facility. Try and capture any interesting
technique or machinery at work.
Section 3: Video List Raspberries Viking Imports _ Berries and Mushrooms

Shoot video at 3:4 ratio

Video 1 Video 3
Medium Shot : Single picker picking raspberries Medium Close up : Berries along a row

From a side, to slightly behind angle show a picker Reaching up, gathering Move down row of berries sideways at a slow, steady pace. Capturing the
a bunch of berries and placing in bucket. They repeatedly go about this for ripe berries on the vines for as far as you can get in 8 seconds. Note not to
5-9 seconds. If the picker is moving along, follow them at the same pace create too much camera shake.

Video 2 Video 4
Long Shot : Drone Medium Shot : Sorting berries

From an aerial view move along a section of rows where there are a good Capture workers at a table or space where they are sorting through the
amount of pickers on each side. Moving forward slowly calong the rows berries. Trimming grading, etc. Showing the care they put in to the crop.
capturing the workers along the workers going about their jobs. This could be nice as an over the shoulder shot with several people working
together. It may even take place at the factory
Section 3: Video List Blackberries
Shoot video at 3:4 ratio
Video 1
Close-Up : Blackberries hanging on vine.
In the field, sun shining we focus on a nice group of berries that stand out
well on the vine. The berries will have some minor movement but for the
most part we will just see how they glisten in the morning sun and look
perfect and delicious
Video 2
Medium Long Shot : Workers conversing with each other at the beginning
or end of the day.
We capture the workers speaking together, enjoying each others company
either at the end of the day or early morning. It would be nice to have the
sunshine captured in the shot either coming up or going down.
Viking Imports _ Berries and Mushrooms
Video 3
Full Shot : Walking in and stacking trays of blackberries
Pickers [one or more] pick up their trays or boxes or bags of fruit and walk
over to the main larger group of other trays or holding vat and empty their
tray into the main vat
Video 4
Medium Shot: Large gathering of blackberries
We see the main trays or vats where the blackberries are collected. We see
movement, stacking or shifting of more berries going on in the background
we are staying focused on our main pile we slowly pan along the length of
berries and see how expansive it is.
Section 3: Video List Blueberries Viking Imports _ Berries and Mushrooms

Shoot video at 3:4 ratio

Video 1 Video 3
Full Shot : Drone Close up : Berries being picked

Moving slowly from out of forest area into the area where there are pickers Situate the camera so the blueberry bushes are in the foreground between
going about their work. Capture the sense that this is truly a wild area. I you and several pickers. You can see over this bush and capture the action
am assuming it is quite desolate of outside people and machinery. Just the of picking with good detail
pickers and their equipment in a pristine setting.

Video 2 Video 4
Eye Level : Workers working together Close up : Hand full of berries

We see a group of workers together and many blueberries as well. The We see a large amount of berries and someone with a fairly nice hand puts
workers are assisting one another passing boxes, loading truck, etc their hand in the berries, holding up a handful. They let the berries slowly
drip out of their hand through their fingers.
Section 3: Video List Mushrooms Viking Imports _ Berries and Mushrooms

Shoot video at 3:4 ratio

Video 1 Video 3
Mid Shot : Pickers with Mushrooms Close up : Picking

Get 2 or 3 pleasant happy pickers and have them hold out the baskets of Hands reaching and cutting / Picking several mushrooms in a row. I am
mushrooms they’ve been picking. They can be happy, smiling, laughing, assuming they use a knife or other implement to do this. They may be
speaking with each other as they hold out the baskets. Backdrop should be inspecting the mushrooms as they go. But we don’t see their face, just the
mossy, heavily scattered with trees, forest. mushrooms and their hands

Video 2 Video 4
Mid Shot : drone Full : The main drop-off

We have a third person shot of the camera moving through the trees Sitting behind or to the side of the main dropping area for mushrooms
capturing the pickers going about their jobs. It has a cinema-esque feel of pickers are walking up and unloading their baskets of mushrooms
someone outside the group watching.