kaboom and Madam Team Up to 'Make It Great' for Anolon X via Agency Illuminator

A new spot for Anolon X required a unique combination of ingredients to 'Make It Great,' both on screen and behind the scenes. To bring the spots to life, Illuminator Founder and ECD John Reid turned to kaboom productions and James Lovick, a director known for artful tabletop woven seamlessly into visual narratives. With kaboom headquartered in the U.S. and Lovick in the UK, kaboom partnered with London-based company Madam as the on-the-ground production partner. 

James’ meticulous planning and eye, along with the robust production support by both Madam and kaboom, translated into a carefully curated approach to capturing numerous composed shots in quick succession. Starring cook and British personality, Hersha Verity, the film was shot in a London kitchen studio with agency and client all attending the shoot remotely.

“Having worked with Madam before, I knew that if they said yes to the project we would be in good hands - and we were,” says kaboom EP/founder Lauren Schwartz. “James’ above and beyond approach to each project was a massive asset and shows in the resulting work. It was a flawless production and everyone is thrilled with how the spots turned out.”

Carly Stone, executive producer/producer, Madam Films adds: “We’ve really loved servicing a food production, not just the incredible level of prep and attention to detail on show but the quality of the product too. It really was a delicious shoot day”

Both kaboom and Madam are members of Green The Bid, so the production applied Green The Bid and Adgreen sustainability practices, engaging in early conversations around environmental positioning, minimizing waste on various levels including sets created using sustainable and recyclable materials. Off-setting was done through social enterprise with Madam’s relationship with Just One Tree. 

Once the production wrapped, director James Lovick applied his impeccable craft to editing the project. From the sizzling SearTech surface to food preparation in action that is both beautiful and relatable. The spot places viewers in the kitchen, watching things come together in a way that feels effortless and sophisticated. 

“James’ food shots are always exquisite. His strong vision and his collaborative nature make him a true pleasure to shoot with,” notes Illuminator’s John Reid. “The campaign turned out beautifully, thanks to the seamless collaboration between all of the partners across thousands of miles.”