Behind the Scenes: Our Project with The Cupboard

Some businesses are just part of a town's story. The Cupboard is one of those places in Fort Collins, and we're honored to be working with them on a new cinematic video project.

Why The Cupboard

When you walk into a store that's been part of a community for years, you can feel it. There are the regulars, the staff who know the products inside and out, and the small details that make the place feel like home. Our goal with this project is to capture that feeling on camera, so people who've never been inside can understand why it matters to the people who have.

How we're approaching it

We didn't want this to look like a typical ad. Before filming a single frame, we sat down to plan the story: what makes The Cupboard different, what moments to capture, and how it should feel when you watch it. From there we built a full shot list and a voiceover script so every shot has a purpose.

On shoot days, we're focusing on:

• The space itself. The atmosphere, the light, and the details that give the store its character.
• The people. The faces behind the counter and the care they put into what they do.
• The story. Why The Cupboard has lasted, told in a way that feels genuine rather than salesy.

What's next

The project is in production now, and we can't wait to share the finished film here and on our socials. Keep an eye out for the release, along with a few behind-the-scenes clips from the shoot.

If you run a local business with a story worth telling, we'd love to help you tell it. Reach out to us at any time through our contact form.

— Molten Frame Productions