The Quarry's Flaura Atkinson Cuts a Taste of the Big Apple for New York Bakery

Editor Flaura Atkinson from The Quarry has recently cut ‘A Taste of New York’ for New York Bakery directed by Rattling Stick’s Ed Morris and written by NOW advertising.

Flaura speaks to Kelly Cook Jackman about her recent edit for the rather unconventional film.

KCJ: Quite unconventional in terms of style and structure, what was it like to work on this fun ad for NY Bakery?

FA: It’s a really cool concept and a totally new and different campaign approach for NY Bakery. There were many directions it could’ve gone so it was a good project to work on. 

KCJ: Did you use some stock footage too? Was that part of the brief?

FA: Ed likes to use his ‘toy cameras’ (as he calls them) on set, so the different looking footage is from his little cameras. It adds a great texture to the film which I really love. As far as I know it wasn’t in the original brief but everyone loved how it looked and what contrast it offered to the other footage.

FA: Yes I worked with Ed previously on a music video for Residence La Revolution called “I am Paint”. Unusually for a promo, we had a few months to work on it (on and off), which was great as we had time to sit with the edit and come up with new ideas together to build on and make it as rich as we could.

But I loved working with Ed on this NY Bakery project too. He’s so creative and has some really interesting ideas, he’s not afraid to push the boundaries with the footage.

KCJ: How long did it take to edit NY Bakery?  Was there much footage for a project like this?  

FA: There was a fair bit of footage - a lot of takes. Originally the idea was that it was to appear as one continuous shot so once we had decided to take it in the other direction, we could really mess around with the footage and mix things up a bit. It was quite challenging to get the cut to appear quite choppy but also for it to make sense as a narrative and for the cuts to flow nicely. I feel like we achieved a solid edit. The toy camera footage was a great addition.