Black Friday 2024
Black Friday 2024
or: Daphne's Video Crunch Extravaganza
or: Daphne's Video Crunch Extravaganza
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Yarnspirations had a fast series of sales at the end of 2024. The first five sales took place over two weeks leading up to Black Friday, then a final callback on Boxing Day. I was assigned to produce 15 paid ad videos (Meta and Google); three per sale. I had two days to shoot and two weeks to edit. The challenge: communicate the ever changing status of the sales, keep our audience engaged, and don't confuse anyone!
Art Director: Mel PardillaMy Role: Producer, Director, Editor
Sale 1: The week before Black Friday, if you join the email list, you get a discount and a giveaway entry for a cool craft storage solution.
Our model Alysha is animated and interactive. The three videos included slightly different copy and different text orders, with a clear winner.
The winning (highest clickrate) video: The one where we showed a picture of the storage solution. (Right.)
Sale 2: It's Black Friday! For 24 hours, there is a sale. All is well during production.
Alysha is a champ at both popping balloons and being animated on screen afterwards long enough for me to include all the sale information in the edit.
The winning video: They all did similarly well.
Sale 3: The 24 Black Friday sale hours are over, but surprise–more sale! Just, you know, smaller. And different shipping clauses.
The winning video: The information never made its way to me, but I would bet it's the middle one because the model is most animated, and the text shows up fastest. (Middle.)
Sale 4: There is a Cyber Monday sale. It's Christmas-themed instead of balloon-themed to show that Black Friday is over and it's now time to think about Christmas!
The winning video: Alysha dancing and pointing as text shows up on screen. She looks like a TikTok trend! (Middle.)
Sale 5: Surprise! Cyber Monday gets extended to Cyber Week. A smaller sale, but with the message that it's nearing Christmas and the audience needs to buy yarn to make Christmas gifts with.
The brief for this sale came in after filming. I cobbled–er, expertly stitched two videos using the same footage as the Cyber Monday sale, which actually brings our video count up to 17.
Sale 6: Weeks later, it's Boxing Day. Alysha returns to the ad screen, the viewers reminisce on Black Friday fondly, and they remember to buy something. They also hopefully get excited that Boxing Day is an even bigger discount than Black Friday. Good times!
The winning video: Alysha unboxes a box of yarn, showing it to the camera. This makes sense to me, and I am happy that this series ended with something making sense. (Right.)
To go with the videos, the team also built emails and other collateral... but that was a different can of worms and none of my business.
Graphic Designer: Tim HowdenGoogle Sites
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