CROCS
With an audience increasingly engaging with the brand in digital environments, I identified and pitched a creative content strategy to shoot and produce brand and product videos. The new video content met the audience where they were and provided a new way to engage with the brand.
PROJECT OVERVIEW
Creative Direction, Video Direction, Product Video, Brand Video
CHALLENGE
The brand was spending significant time and budget on photoshoots dedicated solely for print mailers and in-store signage. I saw an opportunity to streamline the effort by creating video content that paralleled the photoshoots with minimal additional budget. Knowing consumers were engaging with the brand online first, creating digital content was the most strategic creative solution for the audience.
APPROACH
Directing a video team, I produced all lifestyle video content for the Crocs 2015 Fall/Holiday and 2016 Spring/Summer seasons. Shot on location in LA over two weeks, I worked alongside two other teams, each shooting lifestyle and product respectively. Maximizing locations, we collaborated in very cozy quarters to capture as much content as possible with limited resources.
RESULT
The result was engaging and relatable video vignettes that were shown in global retail locations, an OOH campaign, and all digital properties - on and off-site. The video project expanded product and brand awareness through entirely new content for Crocs.
EVERYDAY MOMENTS AT HOME
SPENDING TIME AT SANTA MONICA PIER
FAMILY TIME AT
THE BEACH
INSPIRATION BEHIND THE DESIGN
After pitching the above brand videos, I kept the momentum of the content strategy going by pitching a new video concept, the inspiration behind Crocs’ favorite shoes. Bringing the actual product designs into the frame took some coaching but the candid, conversational direction created relatable content for the audience.
LOVE & ADMIRATION FOR AN ICONIC SHOE
BLOOPERS!
After a full year of shooting 18 product design videos, we were left with plenty of editing room gold, AKA: outtakes. There is nothing more real or hilarious than directing people who are trying their best to keep a straight face while saying a very verbose product name… only to break into laughter mid-take.
This was an end-of-the-year 'thank you' to everyone who helped bring this new Crocs video content to life.