BEAUTIFUL Daydream
Roles
Creative Direction | Art Direction | Copywriting | Director | VFX
PROJECT DELIVERABLES
TV & CTV | YouTube | Digital & Social
OVERVIEW
In a continuation of the Beautiful Mind spot, we aimed to target upper-level marketing managers, as research indicated we were lagging in unaided awareness within this group. One advantage we had with this spot was the wealth of data we could leverage to make our case.
For this project, I identified efficiencies by shooting What!? simultaneously. With a budget of $50K for both spots, we successfully completed them on time and within budget, utilizing double the cast, an enhanced location, and a more robust crew.
Not only having data at our disposal but strategically writing and shooting the spots so we could splice in different stats in different orders allowed us target different versions for different markets substantially bettering performance from Beautiful Mind and generating 2x the qualified leads.
Building on the strong performance of Beautiful Mind and leveraging efficiencies from using the same location and some of the same cast, I successfully aligned with stakeholders, talent, and crew.
Despite the increased complexity of the set and effects, utilizing much of the same talent and crew created a collaborative environment where everyone was motivated to outdo their previous work.
A key challenge was our uncertainty about what would resonate most with marketers. To address this, I meticulously planned the spots, creating alternate versions of every shot. This allowed us to produce multiple variations to test against different key metrics and in various sequences. Ultimately, we ended up with 15 versions to test in the market—plus, why not throw in a VFX crab for good measure?