What!?
Roles
Creative Direction | Art Direction | Copywriting | Director | VFX
PROJECT DELIVERABLES
TV & CTV | YouTube | Digital & Social
OVERVIEW
I identified efficiencies by shooting Beautiful Daydream simultaneously with this spot. With a budget of $50K for both projects, we successfully completed them on time and within budget, utilizing double the cast, a larger location, and a more robust crew.
For this piece, we filmed each stat with our primary talent, allowing us to test each Reason to Believe (RTB) in isolation for optimal performance metrics. Additionally, I optimized our location by securing a single large space that we could set dress to represent various office and business environments.
‘Now that's what I like to hear... 7X!’ Not only did we identify this as the most effective Reason to Believe (RTB), but we also saw a strong return on our ad spend for the spot. These insights enabled us to refine our marketing messaging, enhancing not only our spots but also our suite of sales materials and messaging used at key industry conferences.
The primary focus here was on scripting. I developed a flexible script that could accommodate different Reasons to Believe (RTBs), as at this point we were still uncertain about which would be the most effective. We were able to leverage one large office space in the same building as Beautiful Daydream that allowed us to set dress different areas as different offices saving production time and money by eliminating company moves.
This was my biggest challenge to date in terms of talent direction. Many of the actors initially appeared stiff and unnatural in their takes. However, by making on-the-fly adjustments to the script to better align with their personal styles, we produced some outstanding performances.
A key challenge was not only lighting the various areas of the space to resemble different offices but also ensuring they felt cohesive in the edit, allowing the piece to flow seamlessly together.
