Selling a digital product
can sometimes be a challenge. Especially when its a kinda complex concept like Honey, a browser add-on that automatically plugs coupon codes into ecommerce checkouts. When Honey asked me to produce a few paid ads for them, I was confronted with 2 major challenges. The first was to both introduce and sell the product in a short paid ad. The second was to produce the ads in a couple days at the hight of the Covid quarantine. I had just a handful of working hours to deliver the vids, and I couldn’t buy props or shoot outside my apartment. But ecommerce doesn’t stop for a virus 🤷.
💵 It’s like printing money 💵
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I thought the image of money flying out of a computer was an engaging way to conceptualize Honey. I wanted it to be bright and a single shot. It’s a composite shot with a plate to hide my arm coming in from screen-right to throw the cash. The music and the graphics are playful and broad. If it performed okay it might be a nice base to iterate on.
Like X-Ray Specs for Deals
Honey makes it easy to find the best deals online.
For me, the pain-point of online shopping is wasting time looking for the best deal, or for coupon codes that work. I wanted to highlight the automation-element of Honey, and do it in a way that’s both whimsical and communicative. I would have liked to steal a shot from inside an actual bike store but, because of the quarantine, I just faked the first shot in my living room. I tried to cover it up by blowing out the background.
I wanted to make it clear that this was not a product for brick-and-motor shopping, so I added the shot pulling out of the computer screen.