VISUAL DIRECTION
VISUAL DIRECTION
While the public-facing headline that catapulted Get Baked to global fame is silly and colorful, behind that splashy viral moment are real people. Namely owner Rich Myers, who is the lovable, or hateable, voice of the company. Plenty of people would be surprised just at the fact that this sprinkle-obsessed, larger-than-life baker is a man, never mind a man who is only 33 years old and a new father who also struggles with mental health issues like anxiety, OCD, and the ghosts of his previous failure.
Visually, the photography will appropriately oscillate between the colorful, public-facing world of Get Baked and the darker, moodier interior world of Rich’s psyche and personal life. The tone of the story will also shift from light-hearted and humorous to more serious, with editing techniques that at times make this change seem jarring and at other times, more subtle.
Brightly lit, public-facing bakery interiors
Natural, dim lighting for private, personal moments
SPRINKLE PHOTOGRAPHY
SPRINKLE PHOTOGRAPHY
Though in reality very small, sprinkles are a huge part of this story. They need to take up lots of screen space, so we that we see them as big and important as Rich does.
References: macro photography, nature documentaries, Chef’s Table.
THE INTERNET
THE INTERNET
Rich’s business, and Sprinklegate, wouldn’t be possible without social media. So much of this story takes place online that determining a coherent and consistent visual language for the internet is necessary to communicate key plot points and details. Many of the websites in use are so ubiquitous that a simple screenshot functions as a digital shorthand. My goal was to keep things as simple as possible so that audiences wouldn’t have too much to read on screen, but rather, pick up on the sheer volume of online interactions and their general meaning.
References: Don’t F*ck With Cats
