KIDS | ASTONISH

Cleaning Magic is a commercial for Astonish, a family run UK brand that makes cruelty free, vegan cleaning products. I directed this one day shoot, working with children, animals and a fast moving schedule.

The brief was to capture the simple magic of a child who believes her home is transforming on its own – a house so astonishingly clean you’d think it was magic. This was a great challenge, balancing performances, product and timing while keeping the tone warm, light and rooted in everyday family life.

Key Challenges – Children have limited hours that they’re allowed to be on set and on camera. To overcome this we were very careful with the scheduling, but we also used a double who came in later in the day who stood in while we were lining up. We also used the double for shots like the feet, where we didn’t need to see our hero girl.

Product shots are very time consuming and on a 1 day shoot that involved children and a dog, we couldn’t afford to take any risks. So rather than shoot the end product shot in the kitchen, we rebuilt the cupboard in another room, allowing us to work concurrently on setting up and lighting.

CREDITS:

Director: Joe Shaw
DoP: Charlie Herranz
Art Director: Nadine Weston
Stylist: Lucy Hallard
Make Up: Ruchi Ratna
1st AD: Terry McShane
Edit: Paul Ferdenzi
Colour: Jax Harney / X‑LDN
Sound Mix: VTR North
Production: Fetch Films
Producer: Serena Fylan