Team Behind the Design
- Agency: Shaper Films
- Client: Newman’s Own
- Category: Video Design (Commercial)
- Location: Raleigh, North Carolina, United States
- Project Brief: Produce a commercial for Newman’s Own Tomato & Basil Sauce that emphasizes authenticity and quality through cinematic visuals and personal storytelling.
Video Design Analysis
When I review a commercial, I often look at how visuals, pacing, and sound come together to reinforce brand values.
Shaper Films’ production for Newman’s Own strikes a balance between sensory appeal and emotional storytelling.
- Visual Direction: I like how close-up shots of the sauce and pasta preparation create a rich, appetizing effect. The bright lighting adds freshness and clarity.
- Pacing: The gradual sequence, from opening the jar to pouring the sauce, mirrors the cooking ritual, drawing viewers into the process.
- Audio & Mood: The nostalgic, homey soundtrack pairs well with tactile sounds of cooking, reinforcing the brand’s cozy, family-centered ethos.
- Storytelling: Including a personal founder’s message ties the product to the brand’s legacy of giving back, building trust through tradition and transparency.
Collaborator Input
For an inside look at the project, here are takeaways from the creators.
Word from the Agency
"This commercial uses a rich, cinematic visual style to highlight the authenticity and quality of Newman's Own tomato sauce. Bright lighting and close-up shots of the cooking process create a sensory experience that reflects the brand's commitment to real, wholesome food. We're especially proud of how the visual storytelling conveys trust and tradition." — Shaper Films
What Brands & Agencies Can Learn from Newman’s Own
This commercial's design uses specific cinematic techniques to create a rich sensory experience.
1. Emphasize Surface Details
You can make an object look more appealing by using tight, close-up camera shots. This perspective allows the viewer to appreciate small textures that are missed from a distance.
2. Mirror a Real Process
Arranging your video clips to follow a familiar, step-by-step sequence can make the on-screen action feel intuitive.
3. Layer Your Audio
A music track provides the mood, but specific sound effects create the world. You should overlay your soundtrack with distinct noises that match the on-screen action. This technique makes the entire viewing experience feel more immediate.
About DesignRush Featured Designs
At DesignRush, we review hundreds of agency projects each month. Commercials like Newman’s Own stand out for their cinematic visuals, authentic messaging, and execution.
The strongest projects often advance to become Monthly Design Awards winners, gaining industry recognition.
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