Gordon Ramsay launches Krude Olive Oil
Dark Energy Films and director Mike Matthews worked together on the launch campaign for Gordon Ramsay’s newest venture: Krude Olive Oil.
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Dark Energy Films and director Mike Matthews worked together on the launch campaign for Gordon Ramsay’s newest venture: Krude Olive Oil.
The creative brief was clear: avoid yet another recipe film. We don’t need to teach people how to pour olive oil, we need them to desperately want it.
As Matthews says: "What excited me from the very first read was that Krude already seemed to know exactly what it wanted to be. The shape of the can. The typography. The attitude. The mix of intimate close-ups and bold wides. It felt immersive, visceral and slightly mischievous. I was itching to shoot it.
Krude has a punk spirit running through it. A bit lo-fi. A bit scratchy. A bit hedonistic. The sort of food that knows exactly what it's doing and doesn't care what you think. We weren't chasing perfection. We were chasing appetite, there's a difference.
Credits
View on- Agency Gordon Ramsay Studio
- Production Company Dark Energy Films
- Director Mike Matthews
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Credits
View on- Agency Gordon Ramsay Studio
- Production Company Dark Energy Films
- Director Mike Matthews
- Executive Creative Director Micky Tudor
- Brand Manager Olivia Browne
- Art Director Katy Metcalfe
- Food Stylist Rob Allison
- Producer Julia Frost
- Executive Producer Matt Brown
- Art Director Mark Harriott
- DP Matt Fox / (DP)
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Gordon Ramsay Studio
- Production Company Dark Energy Films
- Director Mike Matthews
- Executive Creative Director Micky Tudor
- Brand Manager Olivia Browne
- Art Director Katy Metcalfe
- Food Stylist Rob Allison
- Producer Julia Frost
- Executive Producer Matt Brown
- Art Director Mark Harriott
- DP Matt Fox / (DP)
The concept centred on the simple, but effective, idea of capturing beautiful food photography which highlighted the delicious Spanish olive oil, combining that with great down-the-barrel performances from Ramsay.
One of Matthews’ primary goals was to avoid these films becoming a run of the mill ‘how-to’ tutorial video, and instead, he wanted to capture the food in all its tactile allure. Whether it be the sizzle of an egg as it hits the pan, the enticing pink of a salmon steak while it cooks or the way the olive oil catches the light as it’s drizzled over the dish; Matthews understands that the food can do the talking.
The most interesting thing for Matthews was making something social-first from day one. Not cutting down a commercial afterwards, and starting with the knowledge that you've got about half a second to grab somebody by the eyeballs. We also ensured we had time and space for our fantastic stills photographer to capture Ramsay's playful energy between takes.
The campaign was split between two worlds. Working with independently shot lifestyle footage, Matthews focused on Gordon, the food and the product itself. The challenge wasn't shooting great footage in isolation, it was making sure it all felt like it belonged to the same universe. The food had to look gorgeous, obviously. But more importantly, it had to feel a little bit dangerous.
Dark Energy Films had one day with Ramsay and an ambitious shot list, but luckily he moves at roughly the same speed as the edit.
