Background
Epson’s EcoTank campaign
Epson engaged Dream Engine to produce television commercials and 15-second social videos for a national EcoTank campaign starring Jimeoin.
We worked with Epson and creative agency Adrenalin Marketing Solutions to film the campaign built around “No cartridges… no joke!”.
The campaign idea
“No cartridges… no joke!”
The campaign launched in January 2021 and addressed a familiar frustration: running out of printer ink and having to buy replacement cartridges. The EcoTank ET-3700 shown in the commercial could be topped up from bottles, and came with enough ink to print thousands of pages.
That was the idea behind “No cartridges… no joke!” The line stated the product difference in everyday language and gave Jimeoin something to play with. A printer is an ordinary household purchase; his observational humour made that practical benefit a subject for comedy.
The commercial makes the explanation visual. Refill bottles sit beside the EcoTank, with its ink tanks visible at the front. Jimeoin also holds up a cartridge to the camera. Viewers can see the object he is talking about and the alternative Epson is offering.
His performance does much of the work. He leans into the shot, looks directly at the viewer and uses pauses and changes of expression to deliver the lines. The plain backdrop kept the shots uncluttered, so his expressions and the product were easy to see.
We had 30 seconds to fit the product explanation around that performance. Storyboards established the shots, and reviewing takes with Epson and Adrenalin allowed us to check the delivery and framing before moving on.
The production
Filming at Hitmaker Studios
We filmed at Hitmaker Studios in Port Melbourne using its white cyclorama, a curved studio backdrop.
We lit the backdrop so it appeared grey-white on camera, with some texture visible. That gave us a simple setting for Jimeoin and the printer.
Scripts and storyboards set out the framing, product shots and performance before filming. On set, we worked through the planned setups and reviewed each take.
Learn more about our TV commercial production.
On set
Behind the scenes at the shoot
This film shows the crew lighting the backdrop, positioning the printer and reviewing takes during the studio shoot.
Client and agency feedback
Reviewing the shoot from Sydney
The client and agency teams in Sydney watched the Melbourne shoot through two live Zoom feeds. One showed the camera image; the other showed a wide view of the studio.
They could see the take as it was being recorded, then use a shared message channel to ask questions, request another line reading or approve a change before we moved on.
Social videos
Improvising the 15-second social videos
After filming the scripted television commercials, we kept the set ready and recorded a series of short improvised ideas with Jimeoin.
He tried different wording and comic timing around the cartridge-free message. These became 15-second social videos, filmed with the same printer, lighting and studio setup.
The result
The finished commercials
We delivered television commercials and 15-second social videos for Epson’s national EcoTank campaign.
Client feedback
Epson’s feedback
I have no hesitation in recommending Dream Engine for their professionalism, attention to detail, quick turnaround and high-quality output. Despite a very tight schedule and numerous unforeseen challenges, Ryan and the team delivered time after time.
Planning a television and social campaign?
Tell us about the product, the campaign and where the videos will run. We can help you plan the shoot and the versions you need.
