Performance Video Production
One of the challenges with shooting mattress ads is just how big the product is. This ad I produced, directed, and edited required a pretty big studio, and a bigger crew. But the brand kept going back to this shoot for years as a source for testing new graphics treatments and copy.
Each ad is an opportunity to fold in learnings from each prior project. In this one, I incorporated tons of those little tricks that stop thumbs and convert! Opening on a close-up of hands has proven to be a winning image. Dropping the product in over a white background has always boosted click-through. Making winning ads is a puzzle. And I’m Will Shortz 😏.
The strategy team suggested we try an ad that focused on the brand’s hygiene claims. So I came up with the toilet seat concept. I set up my tripod and picked up that shot in my bedroom. We had it live the next day. Don’t ask where I got the toilet seat tho 😳
This was a fun mix of UGC, brand assets, and my own custom motion graphics. I was really into the groovy 70s rainbows at the time. Some of the designs I created for this ad ended up being used as reference for their rebrand that came soon after.
With brands that add new products every month, we don’t always have time to do full shoots. For this one, our copywriter got a shot of her boyfriend wearing the product. The rest of the assets I created and scavenged from the brand’s website. This simple ad ended up being a big winner.
The last thing most new college grads think about is personal and apartment insurance. In this ad I wanted to center a young adults most valued thing. Their phone. Of course, this was back when most smartphones weren’t waterproof.