This project was created for the Creative Thinking course at the VCU Brandcenter, where we were asked to elevate a product we wouldn’t normally use by uncovering its hidden appeal. My team and I chose Goober Grape PB&J Stripes, a product often dismissed as a novelty. We saw it as a surprisingly smart solution to an everyday problem.
The concept reframes Goober as a snack-time shortcut and sets the story in a mock sports showdown. Our underdog hero challenges a reigning sandwich-making champ who relies on the traditional two-jar method. In one smooth, effortless motion, our protagonist opens a single jar of Goober and wins the match with "Just One Schmear." It’s a light-hearted narrative built around a real product truth: Goober makes life easier.
As DP, my focus was on creating a clean, composed look that balanced tension with playfulness. We shot entirely on sticks using a Canon R5 paired with a set of prime lenses at 35mm, 50mm, and 100mm. This allowed for intentional composition and crisp, controlled visuals that mirrored the precision of a sports showdown.
The 35mm was used for wider establishing shots, setting the scene and capturing crowd reactions. The 50mm gave us natural mid-shots that felt grounded and intimate. The 100mm was reserved for dramatic close-ups that emphasized texture and micro-movements — the twist of the jar, the flex of a butter knife, the final schmear.
Natural light was our key source throughout production. I used a 5-in-1 reflector to bounce and shape light where needed, lifting shadows and adding dimension to the frame. The controlled camera setup, paired with a locked-down frame, brought a level of formality that contrasted with the absurdity of the premise, which helped drive the humor home.
I also served as editor for this project. As editor, I designed the pacing to match the energy of a sports montage. I leaned on a fast cut style, incorporating J-cuts, whip pans, and reaction shots to build rhythm and momentum throughout the piece.
All audio was recorded using Tentacle Sync Track E lav mics and synced in post. I cleaned and leveled the dialogue in Adobe Audition, then layered in foley effects like crowd roars, knife smears, and dramatic pauses to create an immersive soundbed.
The color grade was done in Davinci Resolve. I applied a custom LUT to push warmth and saturation while preserving natural skin tones. The grade adds vibrancy to the frame and reinforces the playful, nostalgic tone of the film.
This project gave me the chance to take the lead across production, camera, and post. It was a full-stack creative effort, from concept development to final export. At its heart, Just One Schmear turns a quirky jar of PB&J into a hero moment, proving that with the right story and execution, even the most unexpected product can win the crowd.
Co-Written, Directed, Shot, and Edited by myself.
Co-Wrote and Portrayed "Double Wielding Butter Knife Bob": Boyan Zlatarski
Co-Wrote and Portrayed "Competitor #1": Aisling Deane
Co-Wrote, Storyboarded, and Portrayed "The Underdog": Graham Bartal
Co-Wrote and Portrayed "Competition Announcer": Rhiannon Newman
Co-Wrote and Portrayed "Competitor #2": Isabella Vergara