THREE MAIN QUESTIONS
How are bakeries creating new ways to be discovered in the Internet Age?
Do larger corporations make it hard for smaller bakeries to thrive?
How do bakeries incorporate their culture and master craftsmanship in a way that big chains will never be able to mimic?
The main portion of this project centers around a documentary about the current state of bakeries in the United States. Borrowing some elements from the Booze Traveler series on Travel Channel and other shows like Diners, Drive-Ins and Dives, this documentary will follow a host on a trip across the country from bakery to bakery. Along the way we will explore various cultures, cuisines, and try to unpack how bakeries are able to stay relevant in an internet driven era.
The overall tone will be far less formal than 60 Minutes, with most interviews feeling more conversational than an interviewer asking questions to a talking head. The host will play an active role in participating in the conversation, and learning and discovering as the viewers do about the art of baking.
Part of this journey that we want to capture is the journey itself, and the cities we will be visiting. Along the way we want to include a little educational context to each city, some of the history of bakeries, try to come up with social media ideas for the shops, a few moments of reflection about some of the places we’ve visited. The series Worth It from BuzzFeed shares a few elements of some of the educational material we might try to stitch in.
Bakeries are more than just companies that bake food, so we want to make sure as we explore the US that we try to find different cultural experiences to highlight. What makes a Jewish bakery so special that we go out of our way to point out the culture? Each shop is a small slice of the larger city they live in, and we want to showcase and explore those differences.
As we travel across the US and set up at several different shops, we know we’re going to discover so many different touching stories and experiences that we will want to share. To expand on the main story of the documentary, each of the interviews we do along the way will be filmed in a three-camera conversational style, and posted alongside an audio only version on podcast services.
This will allow us to spend more time getting to know each of these local businesses. How were they founded, what were their struggles and successes, what parts of their culture and heritage did they infuse into the shop, and so much more. We want to be able to tell the story of each bakery we visit as a whole, in parallel to each one contributing to the larger whole of the documentary narrative.
An example shown here is of The GameOverGreggy Show, where Nick Scarpino has a conversation with his friends about the process of being the subject of a documentary, how he has evolved and grown during the course of his journey to become a standup comedian, and the excitement of going to the first screening of the film. Our interviews will be filmed in a conversational style between the subject and the host, allowing for a much more comfortable flow than 30-minutes of a one-sided talking head.
A journey including so many bakeries would not be complete without a library of delicious and mouth watering photos of the treats we are there to discover. A vibrant Instagram account will capture the very essence of each and every shop we visit, enticing the viewers to come experience of each place we visit.
Image sources: #Bakery via Instagram
We want viewers to feel like they can bring a little bit of our journey right into their home, so as we travel to each of these bakeries we want to bring a few recipes back with us that we can share as videos on our Facebook page.
Each video will blend in simple instructions through animated typography to illustrate the fun, quick, and easy ways of making your own sweet treats to share with the family. These short, sharable videos will inspire casual fans to bake their own special treats while also highlighting the bakeries these recipes are from.
After the initial announcement of the project at the start of production, a Instagram account will start up with pictures of each bakery rolling several times a week. 15 pictures from each of the 5 bakeries would create over 2 months of content if a new picture is released every weekday. At the same time on IGTV, Instagram’s vertical video platform, on-set behind the scenes videos will be shot and released during the trip and editing phase for those curious about the production itself. Near the end of the editing phase our first teaser and official trailer will release, followed by the documentary itself.
At the same time as the documentary release, the project will hold an Ask Me Anything (AMA) on Reddit. Following the release on the main YouTube channel, another few weeks worth of content will follow with videos shot exclusively for online. This will include, but not limited to tours of each business, the history of each bakery, how to make one or two of their signature items, and reviews from customers. After about 4 videos on each bakery a full interview from the documentary will release on the channel as well as on podcast services. Additionally on FaceBook we’ll prepare an army of short clips with captions promoting different aspects of the documentary, along with some platform specific videos like easy-to-make home recipes inspired by the trip.
Based on rough estimates of our initial social media plan, we expect to have content to cover 3 months of production, and a 5-week tail on content after the documentary release. With proper promotion and boosting of posts, the project hopes to gain several thousand cumulative followers across all platforms by the end of the project.
Assuming the costs of Equipment, 1st Camera Operator, and Editor are waived and assumed by the project lead, the cost of 5 production days and two travel days working our way up to Maine and back totals at just under $7,000 barring any unforeseen expenses.