Whole Foods Market wants everyone to know that they’re “not just a health foods hippie store,” to quote one of its employees. Whole Foods hired K2 Productions to shoot at their North Raleigh location and help promote their “Green Stores” initiative, both as a commercial ad and as an educational piece. But truly, the shoot was about the client, and not Whole Foods. Customers want to frequent a store that cares about the environment and gives back to its community. That’s what Whole Foods Market is doing.

Whole Foods Market’s Green Mission is all about using alternative energy, green building, and other green initiatives such as water conservation with the use of a 10,600 gallon cistern, which waters all of their plants, flushes their toilets, and promises to save 341,275 gallons per year! Whole Foods is a big proponent of the 3 R’s: Reduce, Reuse, Recycle. In addition to their cistern which collects rain water, Whole Foods also utilizes solar-powered lighting, a charging station for electric cars, recycled corrugated cardboard for its in-store signage, reclaimed wood for interior décor, and recycled mason jars for its clients to reuse and refill during each store visit.

Not only does Whole Foods buy local and use local vendors, but they also showcase local artists in their stores. You’ll see some local artwork featured prominently in this spot. In addition, the store offers Cooking Healthy classes as well as in-store demos, education, and meal-planning assistance.

One of Whole Foods’ concerns was the need to close the store to shoot this spot. But the awesome technology of DSLRs made it possible to film in the store when it was open. We didn’t disrupt any shoppers, and there was absolutely no casting necessary because we interviewed employees and customers right there. Whole Foods has such great, natural lighting that we only needed our DSLRs with LED lights and a very small footprint.

We enjoyed filming in a live environment. K2 Productions gets hired for so many different projects, but this is what we get hired for the most — our stealth capability to produce high-quality film with little to no disruption to those around us.

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