21 Day Cleanse

The communication problem

A practitioner selling a boxed programme has two different jobs to do at once. She has to introduce herself, because people buy a cleanse from a person rather than a brand, and she has to explain what is actually in the box and how it is used. One long film can do the first job. It cannot be cut down to a minute and still do the second.

The design approach

The documentary came first and everything else was drawn out of it. Nineteen minutes and forty seven seconds of her talking through the programme in her own studio gave the raw material, and five short films were then cut from that footage, each holding one idea. A separate cooking film covers the kitchari method start to finish, because a recipe needs its own runtime and cannot be compressed into an ad. Seven films, one shoot, one engagement.

The work

Seven finished films: a 19:47 documentary, five short cuts between 3:03 and 3:50, and a 5:08 cooking film.

• A single engagement produced all seven films rather than seven separate bookings.
• The long documentary was shot first and the short cuts were drawn from that footage.
• Each short film carries one idea rather than a compressed version of the whole.
• A separate cooking film runs 5:08, because a method needs its own runtime.
• Titled inside ParentPreneur, Will’s own series on parents building businesses.