Project
trusted
Brand Film
STLL Studios partnered with Tilted Chair to build a unified brand campaign for Cavender's spanning film, virtual production and photography.
Client
Cavender's Boot City
Viewership
10M+ views combined
Deliverables
1x Campaign of 5 Commercials /Editorial Photography
Project status
Completed
Brand Video
Cinematic
Project Overview
Cavender's came to Tilted Chair to build a campaign that felt lived-in rather than staged. Over 4 production days across downtown Austin, Stray Vista Studios, and a working Cavender's store, we produced four :30 hero spots (Boots; Denim, "Best Seat in the House"; and two in-store narratives), two :15 short ads, social cutdowns for each, and 60 editorial lifestyle stills. LED volume virtual production let us move talent through rodeos, live concerts, stadiums, and city streets photorealistically, without the travel, permits, or added shoot days those environments normally demand. Shooting stills alongside video on the same sets, talent, and styling delivered a cohesive asset library reinforcing the same brand story.
Creative Approach
The guiding idea was to show, not sell. Rather than product videos, we built narrative-driven spots where Cavender's boots, denim, and hats live inside real stories, a POV camera locked on boots moving through different moments and scenarios, heroes taking "the best seat in the house" across shifting environments, and an in-store sequence built to let you feel, see, and almost smell the details through close POV cinematography and sound design.
Production Process
The production process moved through four main phases:
1. Pre-Production
Following the approved creative pitch, an 80% deposit unlocked booking across talent, crew, locations, and stage time. STLL and Tilted Chair aligned on final shotlists, storyboards, and the virtual environment builds. Our production design team sourced practical set elements to blend seamlessly into the LED volume.
2. Production
Four shoot days: two on the volume stage at Stray Vista Studios, 1 day doing practical coverage in downtown Austin, and 1 overnight in a working Cavender's store. Footage was captured on ARRI in 4K at 24fps, with 4K/60 for slow motion, while a second unit shot editorial stills on the same sets.
3. Post-Production
The first cut of the hero spot was delivered within seven days of wrap. Animation and VFX integrated the volume plates, and every frame was color graded to a high-standard commercial finish with STLL's editing signature. Five rounds of revisions carried the films and the retouched still selects through to final approval.
4. Delivery & Handoff.
Final assets: One 60secs, three :30 hero spots, two :15 short ads, platform-specific social cutdowns for each, and 150 retouched lifestyle images. Video licensing covers all digital and regional broadcast; stills carry a standard license for digital, in-store, and in-house collateral, running five years with a six-month burn-off. All masters were transferred in the highest available quality to Tilted Chair for campaign rollout and media distribution.
Project Overview
Cavender's came to Tilted Chair to build a campaign that felt lived-in rather than staged. Over 4 production days across downtown Austin, Stray Vista Studios, and a working Cavender's store, we produced four :30 hero spots (Boots; Denim, "Best Seat in the House"; and two in-store narratives), two :15 short ads, social cutdowns for each, and 60 editorial lifestyle stills. LED volume virtual production let us move talent through rodeos, live concerts, stadiums, and city streets photorealistically, without the travel, permits, or added shoot days those environments normally demand. Shooting stills alongside video on the same sets, talent, and styling delivered a cohesive asset library reinforcing the same brand story.
Creative Approach
The guiding idea was to show, not sell. Rather than product videos, we built narrative-driven spots where Cavender's boots, denim, and hats live inside real stories, a POV camera locked on boots moving through different moments and scenarios, heroes taking "the best seat in the house" across shifting environments, and an in-store sequence built to let you feel, see, and almost smell the details through close POV cinematography and sound design.
Production Process
The production process moved through four main phases:
1. Pre-Production
Following the approved creative pitch, an 80% deposit unlocked booking across talent, crew, locations, and stage time. STLL and Tilted Chair aligned on final shotlists, storyboards, and the virtual environment builds. Our production design team sourced practical set elements to blend seamlessly into the LED volume.
2. Production
Four shoot days: two on the volume stage at Stray Vista Studios, 1 day doing practical coverage in downtown Austin, and 1 overnight in a working Cavender's store. Footage was captured on ARRI in 4K at 24fps, with 4K/60 for slow motion, while a second unit shot editorial stills on the same sets.
3. Post-Production
The first cut of the hero spot was delivered within seven days of wrap. Animation and VFX integrated the volume plates, and every frame was color graded to a high-standard commercial finish with STLL's editing signature. Five rounds of revisions carried the films and the retouched still selects through to final approval.
4. Delivery & Handoff.
Final assets: One 60secs, three :30 hero spots, two :15 short ads, platform-specific social cutdowns for each, and 150 retouched lifestyle images. Video licensing covers all digital and regional broadcast; stills carry a standard license for digital, in-store, and in-house collateral, running five years with a six-month burn-off. All masters were transferred in the highest available quality to Tilted Chair for campaign rollout and media distribution.
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