STORY Director Laurie Rubin captured ALDI‘s new look in three spots for the grocery store chain out of McCann-Erickson, Detroit.
Rubin, best known for her work for upscale retailers such as House Beautiful, Ace Hardware and Crate and Barrel, uses her meticulous art direction skills to showcase the handsome, contemporary architecture, spotless aisles and gleaming checkout lines of one of ALDI‘s newest stores. One spot is filmed from the perspective of a shopper pushing a cart through a store. Another reveals goods rolling along the conveyor belt of a checkout stand.
The third is a visual and graphic storytelling spot.
Rubin shot the spots at an ALDI store in suburban Chicago. In preparation for the shoot, the director scouted the store and produced a pre-viz from still photographs she shot.
“Our intent was to capture the best features of the store and the pre-viz helped us to determine how much a shopper could actually see in 30 seconds,” Rubin explains. “It also allowed us to be very efficient during our shoot, because we knew exactly what we wanted to accomplish.” A night shoot ended just in time for the director to capture a beautiful daybreak shot of the store exterior that opens each of the spots.
STORY is represented on the East Coast by Laura Zinn (212) 741-0909; in the Midwest by Doug Stieber & Co. (312) 222-9595, in the Southeast by Miller Associates, (954) 563-6004; in the Southwest by Alyson Griffith, (214) 288-2813 and on the West Coast by Kelley Class, (310) 823-9808.
