How We Produced 117 Video Assets in One Night: A Case Study

When Foodland approached us to create a fresh, summer-focused campaign, they didn’t just need one hero spot—they needed content that could flex across multiple brands and platforms.

The final tally?
117 unique video assets.
3 different grocery store banners.
1 overnight shoot.

Here’s how we did it—and what you can learn about efficient content production for your next campaign.

The Challenge: More Than Just a Commercial

Foodland needed a video campaign that felt local, authentic, and summer-ready, despite shooting in early spring. They wanted to highlight the care and pride that their Locals—butchers, bakers, and produce experts—bring to every store, from Ontario to the West and the East.

But there was more:

• Three store banners to represent (Foodland, IGA, and Co-op)

• Three product categories to showcase (baked goods, meats, produce)

• Multiple aspect ratios and versions for every platform

All while working around tight schedules and limited store access—meaning the entire shoot had to happen overnight.

The Iceberg Solution: Strategy First, Execution Second

At Iceberg Media Productions, we believe in building with strategy first—so your content isn’t just pretty, it’s purposeful.

Here’s how we approached it:

✅ Modular Scriptwriting
We created a narrative that could be easily adjusted for each store brand—highlighting each Local hero’s role and pride in their craft. By focusing on human connection, we kept the story adaptable and relatable.

✅ Brand-Adaptive Design
We used wardrobe changes and minimal set tweaks to film each scene three times—once for each store banner. This approach meant we didn’t need three separate shoots, saving time and budget while keeping every version visually consistent.

✅ Lean, Agile Crew
We mapped out six camera and lighting setups in advance, ensuring that once the store closed for the night, we could work quickly and confidently. Our team was small, nimble, and laser-focused on getting the most out of every frame.

The Outcome: Content at Scale, Without Sacrificing Story

The result?

• 1 x 30-second hero spot

• 2 x 15-second cutdowns

• 4 x 6-second variations

• Each one adapted for three banners

• All delivered in multiple formats for social, broadcast, and digital

That’s 117 unique assets—crafted with care, delivered on time, and designed to perform across every channel.

What Brands Can Learn: How to Efficiently Produce High-Volume Content

🎯 Start with a clear plan.
If you’re shooting for multiple platforms, design your scripts and visuals with modular flexibility in mind. This saves hours (and thousands of dollars) down the line.

🎯 Leverage the power of adaptation.
One well-planned shoot can fuel dozens of assets if you build in brand variations, aspect ratio considerations, and social-first thinking from the start.

🎯 Work with partners who get it.
Efficiency doesn’t mean cutting corners—it means maximizing every moment. That’s what we do at Iceberg Media Productions: lean, strategic production that delivers quality at scale.

Your Next Campaign, Supercharged

Looking to create scroll-stopping content—without ballooning budgets or timelines?
Let’s talk.

At Iceberg Media Productions, we specialize in efficient video production that blends creative storytelling with smart strategy. From national campaigns to brand refreshes, we’re here to make your next project smooth, scalable, and unforgettable.

📩 Reach out: laura@icebergmediaproductions.com
📅 Book a free 15-minute strategy session today!