---
title: "Dîner sans flamme : proposition de film de lancement de la gamme Sorrel"
description: "La réponse créative de Fogline Pictures pour le film de lancement de la gamme Sorrel : un plan-séquence de 88 secondes qui prouve que l'induction fait bouillir plus vite. Trois pistes à l'intérieur."
canonical: "https://pr-99.preview.formlio.com/fr/documents/bristol-proposition-de-film-de-lancement"
locale: "fr"
type: "document"
lastModified: "2026-10-20"
alternates:
  en: "https://pr-99.preview.formlio.com/documents/bristol-launch-film-proposal.md"
---

# Dîner sans flamme : proposition de film de lancement de la gamme Sorrel

## Cover

### Dinner without a flame

*Induction range on a dark studio set*

*Crew and robot arm on a kitchen set*

*Water starting to boil*

*Apartment kitchen at dusk*

*Monitor on set*

*Fogline Pictures*

## The idea

Boiling in under ninety seconds. One take. No cuts to hide behind.

## The brief

### What you asked for, and what is at stake

*The brief*

You asked for a 60-second launch film. What you actually need is to make a gas cook believe induction is faster, in the first six seconds of a vertical feed.

Sorrel Range ships October 12. Your waitlist is 4,200 people, most of whom found you through short video, and preorders open the same day.

A beautiful film about a beautiful stove will not move them. Proof will. If we have read this wrong, tell us now, because everything below is built on it.

## The numbers

### The numbers behind the idea

Your own figures, from the waitlist survey and the test kitchen. Each one is a claim the film can prove on camera.

### People on the waitlist

**4,200**

### Found you on video

**62%**

### To boil 2 quarts

**88s**

### Launch states, one date

**3**

## Three routes

### Route A, The Clock (recommended)

*Pan on a cooktop with steam beginning*

### Route B, The Quiet Kitchen

*Calm kitchen at night*

### Route C, Side by Side

*Gas and induction cooktops side by side*

## How we get there

### Fourteen weeks to October 12

Tight, not rushed. The one fixed point is the stage in August; everything else is built backward from launch day.

### 1. Lock the take

Previs the 88-second move in Unreal with your test-kitchen timings, so the robot arm program is written before the first stage day.

### 2. Build the kitchen

A full kitchen set on a Bayview stage, built around the range at counter height, with the fog window lit from outside.

### 3. Shoot in three days

Prelight August 16, two stage days for the hero take and product inserts, one day in a real Mission apartment for the cut-downs.

### 4. Cut for the feed first

We edit the 9:16 six-second opener before the 60-second hero, because that is where your waitlist will meet it.

### 5. Deliver eleven days early

All masters by October 1, leaving a full week for paid media to traffic and test before preorders open.

## Launches we have filmed

Three hardware launches, three different problems. Every one was judged on preorders, not views.

### Lumaline Arc, desk lamp launch

*Desk lamp on a dark desk*

### Harlow S2, scooter reveal

*Scooter on a steep street at dawn*

### Fernwood Sleep, mattress launch

*Crew lighting a bedroom set*

## The team

### The people on your film

Fogline is eleven people in Dogpatch, founded in 2018. These four are on Sorrel from previs to delivery, and none of them hands off.

### Theo Bancroft

Director and founder. Directed Lumaline Arc and Harlow S2. Programs every robot arm move himself, which is why the hero take will not drift.

### Lourdes Navarro

Executive producer and co-founder. Owns the budget, the stage and the schedule, and will tell you the day a decision starts costing money.

### Kenji Hale

Director of photography. Lit Fernwood Sleep. Specialist in steam, glass and black surfaces, the three things that make a stove hard to film.

### Mara Esposito

Editor. Cuts the vertical versions first on every launch, and reviews in Frame.io with frame-accurate notes.

## Production costs

### Production costs, Route A

All figures in USD. Built from day rates: director 6,800, DP 4,200, executive producer 2,400, editor 1,600, colorist 3,400. Talent usage and music are licensed separately so you can see exactly what you own.

#### Pre-production

| Item | Price |
| --- | --- |
| Treatment and creative development | $34,000.00 |
| Storyboard and Unreal previs | $8,700.00 |
| Hand talent casting | $6,850.00 |
| Location scout and permits | $7,420.00 |
| Executive producer, pre-production | $28,800.00 |

#### Production, prelight plus three days

| Item | Price |
| --- | --- |
| Director | $20,400.00 |
| Director of photography | $16,800.00 |
| Camera crew, grip and electric | $30,560.00 |
| Production design and set build | $41,850.00 |
| Stage rental | $19,350.00 |
| Camera package with motion control | $35,550.00 |
| Food stylist | $6,600.00 |
| Hand talent session fees | $5,000.00 |
| Production insurance | $6,940.00 |
| Catering and craft service | $4,380.00 |

#### Post-production

| Item | Price |
| --- | --- |
| Edit | $24,000.00 |
| Color | $10,200.00 |
| CG product shots | $22,200.00 |
| Sound design and mix | $9,650.00 |
| Versioning and deliverables | $7,860.00 |

#### Production management

| Item | Price |
| --- | --- |
| Production management | $34,711.00 |

### Licensing

#### Usage and music

| Item | Price |
| --- | --- |
| Hand talent usage | $7,500.00 |
| Music license | $16,850.00 |

## Schedule

### Schedule to launch

Feedback consolidated within two business days of each review keeps October 1 safe. A third review round adds a week we do not have.

| Task | Start | End | Duration | Label |
| --- | --- | --- | --- | --- |
| Creative development and Unreal previs | 2027-07-06 | 2027-07-23 | 5 days | Pre-production |
| Casting, scout and city permits | 2027-07-26 | 2027-08-06 | 5 days | Pre-production |
| Kitchen set build | 2027-08-09 | 2027-08-14 | 5 days | Pre-production |
| Prelight | 2027-08-16 | 2027-08-17 | 5 days | Shoot |
| Stage days: hero take and inserts | 2027-08-17 | 2027-08-19 | 5 days | Shoot |
| Location day, Mission apartment | 2027-08-19 | 2027-08-20 | 5 days | Shoot |
| Edit and CG shots | 2027-08-23 | 2027-09-11 | 5 days | Post-production |
| Review round one | 2027-09-13 | 2027-09-16 | 5 days | Post-production |
| Color, CG finish and mix | 2027-09-16 | 2027-09-25 | 5 days | Post-production |
| Review round two and delivery | 2027-09-27 | 2027-10-02 | 5 days | Delivery |

## Clients

### Clients who launched with us

> Theo rewrote our brief in the first meeting and he was right to. The film sold out the first run of the Arc in 31 hours, and we never ran the version we originally asked for.

— Gwen Castillo, CMO, Lumaline Lighting

> Lourdes called us on a Tuesday to say the fog was coming in a day early and moved the whole crew. We got the shot. Nobody else would have made that call.

— Reid Matsuda, Co-founder, Harlow Scooters

> Our cost per preorder dropped 37 percent on their creative. They delivered the vertical cuts a week before the hero film, which is the only reason paid media went live on time.

— Imani Carter, VP Marketing, Fernwood Sleep

## Approval

### Lock the stage by June 25

The Bayview stage is on a soft hold until June 25, 2027. After that we lose August and the launch date with it. If you want Route B or C instead, say so and we will rebudget within two business days.

### Prepared by

**Theo Bancroft**
Director and founder, Fogline Pictures

2101 3rd Street, Dogpatch
San Francisco, CA 94107
theo@foglinepictures.com

### For approval by

**Hollis Kearney**
VP Brand and Creative, Sorrel Kitchen Co.

We have held Thursday, June 17 for a walkthrough of the previs at your test kitchen.

### Green-light Route A

By confirming, you approve Route A, the schedule and the costs above: USD 406,171, of which 381,821 is production and 24,350 is licensing, from July 6 to October 1, 2027. We will invoice 50 percent, USD 203,085.50, and hold the Bayview stage for August 16 to 19.