Drones In Film: a “Snapshot of Life” in Liberia

When it involves telling a story, drones usually present the one approach to get a massive image throughout.  San Francisco-based meals innovator JUST got down to talk what life is like in one neighborhood in Liberia – and went to the air to seize a compelling snapshot.

“The concept for JUST’s ad was simple. We wanted to show the world a place where people live hard but joyful lives with an unparalleled sense of pride, purpose and community,” says Andrew Noyes, JUST Head of Communications.  “Getting the shot wasn’t so simple. That place was West Point, one of them most crowded, chaotic areas in Monrovia, Liberia.”

“JUST’s resident filmmaker enlisted a four-person crew who — with limited time, resources and on-the-ground knowledge — packed their bags and passports for an exhilarating and emotional adventure they’d never forget,” says Noyes. “Our filmmaker told the team what we wanted to accomplish and discussed various ways to execute it. They eventually settled on using a drone that would deliver the camera into a camera operator’s hands who then finished the shot on the ground.”

Making it Work

“Enter Freefly’s Alta-8, a large eight-rotor drone — perfect for smooth, precise, and dynamic control of camera movement,” Noyes explains. “One crew-member was a pro at operating remote controlled camera rigs in unpredictable conditions and this time he’d have to deal with the hot sun, sweeping crosswinds and dive-bombing birds of prey. Another crew-member operated the camera during the flight and a third was the reluctant drone “catcher” who carried the digicam (with the drone nonetheless connected) for the ultimate leg of the one, seamless and beautiful shot. A fourth served as first assistant digicam, managing the 40lb. drone-camera’s focus and aperture from the bottom.”

The crew had a number of challenges to be aware of:  “crowds of locals, mostly throngs of excited children, …poured into narrow streets and passageways to gawk at the spectacle,” says Noyes.  Local legislation enforcement and neighborhood leaders helped the crew hold everybody secure whereas filming was occurring.

While the filmmaker was meticulous about getting the right end result, says Noyes, the shoot used a fraction of the crew and gear that may usually be required to create the movie. “Our resident filmmaker directed the shoot and ensured we got everything we needed – height (200 feet), distance (300 feet), performance, staging… as well as editing, sound design and music,” says Noyes. “He spent an entire day recording natural sound at different heights or altitudes across Monrovia for this shot.”

A Snapshot of Life

The result’s an commercial for JUST’s revolutionary meals product, designed to fight meals insecurity throughout the globe – however one which conveys the spirit of a place fantastically.

“West Point is a special place for me and my team and we wanted to celebrate the work that local farmers and entrepreneurs are doing to improve the lives of women and children in communities across Liberia,” stated Josh Tetrick, cofounder and CEO of JUST – and one of crew that conceptualized the quick movie. “Our goal was to take a snapshot of what life is like there and show how producing food that is delicious, nutritious, affordable and sourced locally can make a big difference in the lives of many people. Given the location’s challenging conditions, utilizing a drone was the only way we could tell the story in the way we knew it needed to be told.”

“Getting the shot was difficult but the end result made the long, hot days and multiple takes worth it,” stated Tetrick.

Just Power Gari from JUST on Vimeo.