This web series is a great example of how a brand can stay in front of their customers in a way that is friendly and in-line with the culture of their tribe. I love the retro/organic feel of the video. The font, the composition, colors and shooting style are well executed without being over processed. It Makes me want to be healthy 
Some of the things I really like:
- Opening compositions show contrast – Hands growing a plant in traffic, cabbage presented on a bridge
- They used a reverse time lapse technique symbolic of grow. (reverse meaning they shot with the plant full and then cut it back they then reverse the order during playback
- The producer let her present the name of the episode live. I love that she’s not totally sure if it’s a great idea but it’s her’s and she’s “ring with it”.
- The fact that she’s cute, a little shy and a little quirky make it all the more real “Whole Foods Real”
- The 8mm jumpy, washed out retro film look makes me think of the good old days in an organic hippie kind of a way.
- The colors are funky but her skin tones stay beautiful.
- They seem to have shot a lot of this with a DSLR. It has nice shallow depth of field, the image is soft as apposed to video edgy and the high ISO setting also for some nice available light to show up.
I like the entire Whole Foods web series, but this video stands out as an example of a fun, well executed corporate video. Yes, corporate. They want you to forget it but they are corporate. Who says corporate video has to be boring. Not me!
