Behind The Scenes with Blink Cat Food

We’ve recently finished working with Blink Cat Food on their new campaign, the launch of their new dry food packaging. The creative vision was to include both the revamped packaging and capturing the natures of the playful kittens and cats.

 

The stars of the show were litters of kittens and cats from a local rescue centre. Loughborough Kitten Rescuers are a non profit charity who help to rehome cats and kittens from Loughborough and surrounding areas. The team at Blink conducted their own market research from cat owners, to see what they respond to visually and also for cheeky things that cats get up to in the home. A great way to start visualising what they wanted from the campaign was to ask the question ‘What’s the most mischievous thing your kitten has done?’ A couple favourites of ours were, ‘He has learnt how to open doors by jumping and hanging on the handle’ and ‘ climbed up the christmas tree ‘ .They also sent a drawn storyboard which illustrated the general tone for the narrative. Blink wanted the imagery to be lifestyle, and natural, of the cats in their home environment interacting and enjoying the Blink products.

What set the photoshoot apart from the video shoot, was the decision to let the cats take the lead. The client wanted to really capture cats being cats, and so the best way was to let them play with one another and interact with the products in their own unique way; no matter how mischievous they were! The result? Countless candid shots that captured their different personalities. Allowing the cats to be cats meant we were able to capture candid moments such as a kitten taking full advantage of mum’s tail as a makeshift toy. 

Fran was the director on shoot, bringing the creative visions to life by capturing the essence of the campaign’s narrative. Using AI to create a visual storyboard, she was able to show prompts of specific moments such as kittens playing with open pouches to help dress the set for the narrative. Dan was the camera operator for the shoot, using a Canon c70 on a gimbal. This meant he could be flexible enough with his movements to follow the cats around as they acted naturally in their environment. Patience was required for some of the shots to ensure the framing was right for the intended action of the cat. Larno from Vasiliauskas Photography was the photographer for the day and was responsible for capturing images amongst the fun and chaos. This included candid photography of the shots, framed stills, packaging and promotional images, alongside behind the scenes action too. Alice represented the marketing team from Blink, ensuring that the campaign stayed true to the brand’s vision and values.Not forgetting Jane and Angela from Loughborough Rescuers, their passion for animal welfare and their commitment to finding loving homes for every cat in their care added an extra layer of meaning to the shoot. During the shoot for creating website content, we had Rich from North Star Images as our photographer too!

Check out the behind the scenes video below, and keep a look out for Blink’s products!