Amigo Provisions | Three Amigos
April 10, 2024
Concept
Director Harrison Chiu crafted an exciting and stirring spot for Amigo Provisions’ launch of their new spice, ‘Ay Chihuhauha.’ This director’s cut was one asset of many for the brand and was incredibly well-received across the board. The creative behind the spot and product itself allowed the creative team to have a bit of fun bringing their themes forward on set.
We’re proud of the idea from the Salado Team, as we worked from creative to delivery on this project. We wanted to tell a fun ‘origin’ story of the unique product that was true to the brand’s fun nature and Texan roots. We decided this story was best told set against a unique Western world, with three central characters, that showed not only the multi-purposes of the spice but also the branding behind it as well.
We were able to secure one of our favorite shooting locations to date, which we’ll elaborate on later. Even better, we couldn’t have more been pleased with our casting. Please enjoy the Directors Cut below and some more information to follow on how the whole project came together.
Tone & Feel
Spaghetti Western, Nostalgia, Mixed Apsect Ratios. Sounds like a lot… of fun. We wanted to throw the kitchen sink at this spot because of the nature of the creative. Yes, we knew there was some fun in the Western element, but we also wanted to lean in on multiple perspectives, the use of photos, and fun camera moves. That’s why DP, Dino Maglaris, utilized everything from anamorphic, zoom, and spherical lenses. We played around with 2.4:1 and 1.44:1 ratios, POV, and more.
We loved using what was given to us to our advantage, like the classic ranch look of our location and our amazing leads including our chihuahua. She’s truly one of the most talented individuals we’ve had the pleasure of working with :) From pre-viz designs to reality, we were blown away by the execution and creativity applied to get this job done.
There’s so much lightheartedness that comes with the brand and its small team, so we wanted to re-create that energy from script to screen.
Production
A lot of our production efforts took place before the actual shoot. We shot at one location, which allowed for the story & talent to be the main stars of the show. The careful planning allowed our team to execute on a time crunch, making it essential for Harrison to execute his vision.
Fighting against the sunset, our shot list was short and descriptive, giving our nimble crew the chance to move quickly and efficiently. From having a dedicated PA in charge of our chihuahua ‘Bitsy’ to a killer AD, we made our day with plenty of time to spare. For our cast, meetings with our talent in pre-pro gave them a clearer idea of our tone, and because of their preparation, we were afforded enough time to improvise and use takes where we could just play around.
Post-Production
Once we wrapped on the shoot, our team immediately transitioned into post-production. We handled all of post in-house, which included several cutdowns of this spot as well as more assets both photo and video.
We enjoyed seeing the project take shape during post-production are extremely grateful for the opportunity to make something we love. We’re thrilled by the response we received and can’t wait for future collaborations with Amigo Provisions. Now go get some Ay Chihuhauha!
For any inquiries on this production or general reach out, please email addiescott@saladopictures.com
- The Salado Team