Inside the Edit: Shake Shack x Edits Etc.

Sometimes work just falls in your lap. 

Talk to any freelancer in this industry. There are weeks where you have nothing planned when suddenly a project appears almost out of thin air. 

Long story short, this happened and out of nowhere we were quickly putting together a team and a schedule for a tabletop project for Shake Shack.

Originally, this project was simply editing and color grading. It was just going to be those “silent” videos that play on digital billboards, buses, subways, etc. You know, the videos that you can’t escape from on public transit. You’re welcome.

The filmmaker behind these videos typically handles the entire post process on their own, but the two ad campaigns need to be released one week from the shoot. 

And yes, it’s only 4 videos, but delivered in 40+ different versions. Different aspect ratios, lengths, codecs, formats, etc. It’s not difficult to do, it just takes time.

Then, in classic form, a few days before the shoot, the client added some visuals shot against a blue screen. It was a curveball, but a welcome one. It gave us the chance to expand the team and bring in additional VFX Artists & Compositors, and a VFX Supervisor to be on set.

Now we’re in full sprint mode: shifting schedules daily, checking in with both the client and our post team, making sure all the pieces stay in sync. It’s a classic fast-turnaround job, but one that reminds us why we built this collective in the first place, to flex, adapt, and get it done with care.

I’m writing this at 11pm on Wednesday night, squeezing in whatever time I can.

More soon. It’s bedtime.