Silicon Valley Startup Happy Returns needed to explain their service to not one, but three different, but overlapping, targets, each with a different benefit.
Appropriately dressing our jacket-returning fashionista turned out to be an effort in group-think too!
We decided to make three different targeted videos, all sharing some common elements, but diverging to deliver the relevant message by market segment. The elements all three shared was a discerning shopper whose online shopping wasn’t quite living up to its promise.
The final videos below.
Start with a clear creative brief. This is where we make sure we’re clear on colors, style, the story we’re trying to tell and who we’re trying to engage.
Styleframes
Once the creative brief is signed off on, and we have a workable script, we move to style frames. This is where we take all the directions from the creative brief and begin to visualize a few frames from the script. In this case we started with a really simplified character design and infused the brand’s yellow throughout the video.
This was a bit too minimal for the client, in particular the main character who they wanted to more resemble their partners’ target audience more. So we added more details, giving her more personality and simplified the color scheme such that the brand’s yellow was introduced later on in the video.
We were almost there. There was still some concern about the main character so we explored some different options, playing with the hairstyle, clothing, accessories until we hit the right note.
With our main fashionista character finalized, we fleshed out the rest of the script into storyboards.
There was a clear distinction between the “before” where everything’s greyscale, and “after” where the color scheme brightens up using the brands primary color.
