Mel's Mini Mini Mart

Hue&Cry goes big for OREO Minis by thinking small - mini to be precise. ‘Mel’s Mini Mini Mart’ is a magical little tale about the most minuscule of mini marts. We tell Mel’s story in a mini movie of sorts. Leading with freshly written prose, the story unfolds like a tiny present that has been lovingly designed, shot and edited. In the end you kind of want to hit the road and take a little trip to see if you can find the most mini of mini marts, and find the big surprise inside.

Building the Mart

We constructed the original Mini Mart set on the left in just two nights for a spec version of the piece. Two nights that were well worth the effort, as this rough cut ultimately won us the job (and the funding) to recreate it the way we had always imagined. On the right, you can see the final Mel's Mini Mini Mart set. Having the opportunity to create a test version followed by a more refined model allowed us to identify and fine-tune the details, which really adds to the romance of the piece.

Three Long Days

We couldn't be happier with the amazing crew we were able to get together right here in Richmond. Mel's has a few unique props and an incredibly detailed build of both the internal and external spaces around the mart. Not to mention an epic shot list to cover all of our potential client requests for a two-minute short film about their product. Ultimately, we were able to pull it off in three long but incredibly well-managed days of shooting.