VIDEO: YELP ELITE EVENT AT SOUTH KITCHEN
Yelp Jacksonville is led by Matthew Careccia, the Senior Community Manager for Yelp in Jacksonville, Florida. Among the many hats that Matt wears, one of his core responsibilities is connecting with local businesses and hosting events at their venues. This provides a tremendous amount of value as it provides brand awareness, traffic, and gets people talking on social. The events are RSVP only and reserved for Yelp Elites. To be a Yelp Elite and hold your status you must show a certain level of activity on the Yelp platform. This means writing quality reviews, posting pictures, checking in, etc. All of this provides value to the Yelp platform and in return grants you a chance of becoming an Elite. So, when you have a restaurant packed with 40-50+ Elites in a single evening, you can only imagine how beneficial it is for the restaurant.
Matt takes things a step further and connects with local photographers and videographers to highlight these special events in a fun and creative manner that is shared on their social platforms and also providing the content to the business to use however they see fit. Matt often works with Wayfarer Film Co., Verance Photography, and us, Uknighted Media, to highlight these events.
These events are always filled with laughter, conversation, and salivating dishes, so naturally, we’d want to highlight the event in a way that matches the energy and ambiance. We aim to capture a healthy balance of the Yelp Elites, the food, the staff, the chefs, and the venue. This project was really exciting for us because of the open floor space and a large number of windows allowing for more natural light, especially approaching “golden hour”. We’ve done other Yelp events with Matt before but this is the first event that we’ve used our drone. We decided to start doing this to add more atmosphere to the videos and by providing a smooth transition to begin and end the videos by starting with the aerial shots of the venue. It’s common to start your scenes with a wide shot/aerial shot. This is called an “establishing shot”. We wanted the kitchen scenes and dinner scenes to feel slightly differently so we went for a teal/orange look in the kitchen with the staff and chef, and warmer tones with the Elites. Initially, the first track we used didn’t really match our usual style, and after reviewing the final we all agreed that we had to rework the video to be more energetic. The first track we used wasn’t bad, but the problem was it had a consistent beat and rhythm that made the event feel more mundane than it actually was. There was no fluctuation in tempo which made us lose interest in the first half of the video, if not the first several seconds. After a few hours of searching, we found a track we fell in love with and it matched the video perfectly with some tweaking. It created the energy we were looking for. To add to that energy, we added some transition effects and sound effects to with some quick zooms, slides, and clockwise whips. All of these decisions we made turns a commonplace, forgettable video into something more marketable and memorable.
Crew and Gear
Director, DOP, and Editor: Xhon Dang
Photographer: Aristotle Montemayor
Production Company: Uknighted Media & Bold City Eats
Shot on: Panasonic GH5
Lenses: Panasonic Lumix G 25 MM 1.7 & Canon 50 MM 1.8
Drone: DJI Mavic Pro 4K
Location: South Kitchen, Nocatee, FL
Uknighted Media: A Digital Media Agency
Xhon Dang, Creative Director/Partner
Aristotle Montemayor, Producer & Sales/Partner
Bold City Eats