Storyboarding & Art Direction
Kick off a new collection launch video for an all-black, soft-bottomed organization drawer set that would inspire the video direction for all of the other drawer collections for the client.
The challenge:
Art direction | Trend research | Storyboard | Social media
Responsibilities:
Team members:
Michael Schwartz,
Videographer
Connor Johnson,
Assistant Videographer
Kat Mars,
Brand Manager
The Premium Soft Collection emphasizes high functionality coupled with ultra-beautiful design. I was asked to research similar product trends and capture this essence through my storyboards. This client cares about details so I designed for a lot of macro shots to capture the quality and intricate details of the product design.
The vision was to keep the video within shades of black with the silverware bringing pops of gold to create an elevated and edgy feel to these drawer organizers to set them apart. Most people don’t give a second thought about what they organize their spoons and forks with, so I wanted to bring a bit of design appreciation to the organizing vessels for those that want everything in their kitchen to be an aesthetic and functional choice.
Knowing that this company was under tight timing and needed to hit two birds with one stone when possible, I planned ahead without being asked so that they would be able to utilize several of the shots in the collection video for marketing and e-commerce uses. From the ending shot I created a social media share and a catalog spread.
