Poetry in Motion
Situation: The brand had become too product-focused, highlighting features and pricing, while losing sight of the benefits using the product affords its customers.
Challenge: On a shoestring budget, we needed to create a new lifestyle-driven, storytelling-focused video that would speak to a fringe target audience that we had yet to reach - one that skewed slightly younger and more active.
Approach: We leaned into our team’s nimble and scrappy approach to storyboard, source talent, film, and edit a quick lifestyle video that highlights the beauty of North County San Diego juxtaposed with a spa, focusing on the benefits rather than the product.
The Plan: After scouring our professional networks, we found a videographer who saw our vision and could work within our budget. We filmed at a teammate’s house, used a handheld camera to be more flexible, and employed a “user generated content” approach to filming.
The Delivery: The end result is a brand video that our dealers embraced and our social audience engaged with at rates that far exceeded any previous content we created. We captured a unique point of view that spoke directly to a younger, more active audience than we had ever been able to connect with before.