Kate Spade hired us to create a vertical ad to promote their Spring campaign!
THE VISION BOARD:
The creative agency sent over a deck with the specs for the ad. They had a specific color palette in mind to use and a list of flowers they wanted featured in the ad. Outside of these guidelines, they gave us full creative control for what we’d create for our video.
OUR PITCH:
We put together our own deck to visualize our pitch for the ad. We had a very short turn around for this project (11 days from conceptualization to delivery), so we created a rough storyboard.
THE EXECUTION:
The client loved our idea and made a few requests and changes:
LOCATION
Given the time constraint, the client was curious if we could film in a public area to avoid dealing with legal issues and commercial permits from our original location idea. So, we scouted a new location that was a public hiking trail.
It was the end of winter at the time, so there weren’t many flower fields in bloom (let alone specific flowers from the mood board), so we pitched the idea of creating our own “flower field” by staking flowers into the ground. And that’s exactly what we did!
We went to the flower district and loaded up on flowers. Once we arrived at the park, we twist tied each individual flower to a stake in the ground.
FEATURED PRODUCTS
They loved the idea of the puppets wearing a product. The ones we pitched in our deck were miniature products the client already carried, but there was a specific purse they wanted to feature and they asked if it was possible to create a smaller, puppet-sized version of it. We said yes. :)
THE PURSE:
We used cardboard for the base, scrapbook paper for the exterior, and added the embellished details by hand with colored pencil.
(BEFORE COLORED PENCIL)
(AFTER COLORED PENCIL)
THE FLOWER MECH
The client wanted the first scene to be engaging, so we created a mech that allowed a flower to bloom around our starring puppet’s face.
We used a vegetable steamer as the base and wrapped it with felt.
ADDITIONAL BEHIND THE SCENES:
We brought some of our friends to the shoot to help us with a few shots!
THE RESULTS:
Since publishing, our video has received positive feedback from our audience and it received over 1.5 million views on Instagram and nearly 75k views on Tiktok!
