making the obsession series
Our goal was to create a series of videos that would entertain viewers and establish a connection with the ArtPix 3D brand.
in addition to the christmas themed videos, we also made some evergreen videos.
discovery
Your findings should inform every decision you make.
Here is what we found:
Artpix 3D saw a surge in sales during the pandemic. With nowhere to go and nowhere to spend money, people had more disposable income and were intrigued by these crystals.
Artpix 3D customers love their crystals and are very loyal to the brand.
Pets and children seem to be the most popular images used.
The crystals make great gifts especially for those looking for something unique and personal.
The crystals are pricey and if you’re building a collection, it can get expensive.
strategy
Artpix 3D traditionally relied heavily on running short product video ads and they spent a lot of money to place them everywhere. Because the product is unique, they found a lot of early success but over time, the ads just became white noise.
We knew we needed more substance and decided to introduce some storytelling into the mix, opting for longer content that would explore some of the themes we identified in discovery.
The price point was an important factor in this decision, because if people are going to make a large purchase, they need to feel a connection to the brand.
our goal is to take the audience on the journey and provide more value with each interaction.
CREATIVE
We always to find ways to relate back to our shared human experience.
Below are the two themes that drove our creative storytelling. We like to dabble in areas that hit close to home, that make the viewer feel like we understand them and what they’re going through.
We always aim present the best version of ourselves, even if its not real.
Photos don’t always tell the full story
here is the original creative brief
Our Obsession Series concept features ArtPix 3D super-fans who can’t get enough of their crystals.
They use them to celebrate their babies, pets, and loved ones. They are in the kitchen, bathroom, bedroom, office, hallway, all in a variety of shapes and sizes.
And while their obsession is outrageous, just wait to hear some of the stories behind the picture perfect photos that make up some of their most precious memories.
TALENT
Casting was crucial.
The performances needed to be on point and everyone needed to feel like they were part of the same family.
We reached out to multiple talent agencies and reviewed countless submissions before we found our amazing cast. They understood the tone we were going for right away and didn’t require much direction on set.
photo shoot
The little things matter.
In the past, ArtPix 3D tried to save on budget so they would use stock imagery to create the crystals in their videos but that wouldn’t work here.
We wanted to make sure that all the crystals featured our characters, so one of the first things we did was execute a photo shoot with a ton of different props, wardrobe changes, and scenarios.
Since the background would be removed we had a lot flexibility to have fun.
The right space isn’t just about looks. It has to be practical as well.
Another challenge we had to overcome was how to feature the new sets of wall mounted crystals Artpix was rolling out. We couldn’t drill into the walls of the house we rented, so we built 3 sets at the ArtPix warehouse and filmed additional scenes there.
LOCATIONS
In terms of the home we rented, a top priority was a nice living room with enough shelving to display all our crystals.
Since this was Christmas themed, we wanted the lights to pop so we blacked out all the windows.
We also needed some additional rooms (girl’s bedroom, master bedroom, garage, etc) but were lucky the house had great options.
Post production was relatively straight forward but when dealing with social media you have to account for different size and aspect ratio requirements. This was something we kept in mind when it came to framing our shots and it helped minimize the amount of resizing and shifting we had to do in post.
post production
1:1
16:9
4:5
A strong finish and major impact
All the content we produced greatly increased the conversion rates of the paid ads and saw a huge increase in social media engagement.
The plan is to expand on the series and develop content for all the major giving holidays (Mother’s Day, Father’s Day, Valentine’s Day, etc.).
conclusion
Contact us
LETS CHAT
Let us know about your goals. We’re happy to assess some of the challenges you’re facing and build a plan that works for you. When you schedule your meeting we’ll send you a break down of our process to help set the framework for our call.
For all other inquiries please email Adam at: agacka@productionhousechicago.com