EyeCandy Offers Up a Hilariously Real Journey into the Creative Process

EyeCandy, the creative powerhouse born in early 2018 as the brainchild of director Greg Ferro, is making waves in the world of tabletop, beauty, and food videography. Evolving from a directorial alter ego into a full-fledged creative factory, EyeCandy has garnered global attention for its innovative approach to commercial production, including clients such Ferrari, P&G, Unilever, Pepsico, CocaCola, Nestlé, Lego, Heineken and McDonald’s.

Initially conceived as a tabletop-focused endeavour, EyeCandy has expanded its team to include a director/DP, editor, visualiser, and copywriter, with plans to soon welcome a producer. This growth allows EyeCandy to actively engage in the creative phase of projects, offering support to agencies and creatives alike by exploring the creative possibilities offered by modern production techniques. Rather than seeing the conceptualisation of demos as a burden, EyeCandy has turned it into a passion. The team thrives on integrating product demos seamlessly into the narrative of their films, moving away from the conventional approach of attaching isolated seconds to a larger storyline. 

In the spirit of collaboration fostered over the years with creative agencies, EyeCandy is proud to unveil their latest creation: 'Ann Idea'. This film provides a behind-the-scenes look at the creative process behind video production, catering primarily to industry professionals. Infused with humour, 'Ann Idea' invites viewers to immerse themselves in the various situations depicted, showcasing the birth, evolution, and sometimes the demise of creative ideas.

"Ideas come to life in unexpected moments or after days of intensive study. They embark on a challenging journey toward the final result - sometimes resilient, winning awards, and other times succumbing under the 'enemy' fire. In all cases, witnessing the passion with which creatives defend and fight for their ideas has been inspiring. 'Ann Idea' is our ironic and somewhat raw, yet always passionate, look into the magical world of creativity," says Greg Ferro, founder and director of EyeCandy.

EyeCandy currently operates in top studios worldwide, spanning Europe, Asia, and the United States, constantly learning and evolving through collaboration and passionate exploration of different techniques.