Whole Foods Market and Digital Video Partner Waypoint Films Team Up to Usher in the Holidays

BOULDER, Colo. - Nov. 22, 2013 - PRLog -- Boulder, Colorado, November, 2013/ -- Waypoint Films, a leading video production company based in Boulder, Colorado, is honored to be selected for the second year in a row by Whole Foods Market to produce a series of online holiday cooking videos.  Whole Foods Market hired Waypoint films in 2012 to create short preview videos enabling viewers to select from an online library of recipes.  In 2013, Whole Foods Market called upon Waypoint Films for another round of digital production work to enhance their video collection.

The 2012 effort, led by Waypoint Film’s Producer/Director Jed Mortenson, exceeded the expectations of Whole Foods Market’s Senior Director of Content and Distribution, Vadan Less, and led to their renewed collaboration in 2013. “Jed is a true partner who is not afraid to push us as a brand, push us in production and welcome our input as well.  He takes on the entire scope of a project and manages it completely, allowing us to focus on other areas of our business.  It’s this confidence in their outstanding work that led us to team up with Waypoint Films for a second time.”

“For all of your advance preparation, there are always unexpected challenges with a shoot,” says Mortenson.  “In this case, it was the weather.  The shoot took place on September 11, 2013 in Boulder, Colorado. As the day progressed, my crew had to face the unenviable task of carrying gear in and out of the pouring rain. Little did we know at the time that this downpour would lead to record-setting floods throughout Boulder.  I was really proud of our team and how they responded to this adversity.”

Mortenson adds, “To keep us on schedule, two food stylists worked the entire day before and during the shoot to prepare each of the recipes for filming.  Award winning Director of Photography, Brook Aitken, who had shot the 2012 videos, returned for the 2013 production, giving our camera work a consistent style.  It also helped immensely that our on-camera talent and member of the Whole Foods Market team, Beth Pilar, had previously worked as a food stylist and completely understood the production process.”

Vaden notes, “Jed and his team are a one-stop-shop.  They are creative and practical, and we knew going in that we would achieve our production goals on-time and on-budget.”

About Waypoint Films, Inc.

Waypoint Films is a Boulder, Colorado based, full-service film and video production company that provides producing, directing and production supervision for film and video projects of all sizes.