Collecting with
Shawn Stockman
VIDEO CONTENT | 360 CAMPAIGN
Creative Direction Art Direction
Story Editing Design Copy Production
THE CLIENT
WatchBox, now The 1916 Company, is the largest retailer of preowned luxury wristwatches in the world. Target audience including collectors, high-net-worth individuals and enthusiasts.
ABOUT THE ASK
Film an interview with Grammy-Award winning Boys II Men artist, Shawn Stockman and watch expert C’Quon Gottlieb, on the art of collecting. Translate the content into a 360 campaign, aiming to highlight HYT watches and client experiences.
KATE’S TLDR
Never underestimate the power of human connection. Shifting away from a heavy product-focus in this production, lead to a final outcome that built brand trust and garnered results.
DELIVERABLES
Longform video for streaming
Homepage hero
Organic social
Paid ads
Email / SMS / Push
Customer touch points
PHASE ONE
Discovery
and insights.
OBJECTIVES
Film with client in LA
Produce high-quality long-form content
Generate interest in HYT watches
Garner trust from our audience on the client experience
Capture compelling stills for campaign assets while prioritizing video production needs
Dovetail filming with global company events
THE PATH
Extensive pre-production planning to secure a location, the talent, equipment, travel and lodging
Collaborative sessions with talent to get an idea of how they will interact on camera
Create a shot list in accordance with a detailed timeline
Offload all other accompanying assets captured to begin promotion design
Add extra time into the deadline for rounds of video edits to hone the story
HOW WE MADE IT HAPPEN
Over the course of four days, myself and a crew of five traveled to Los Angeles from Philadelphia to capture several events in addition to this long-form interview. With a very detailed schedule, and the diligent work of pre-production, we were able to capture the entire shot list while simultaneously creating quick turn coverage of events.
PHASE TWO
Strategies
and concepts.
IDEATION
Most luxury watch conversations on camera are the same. It’s a spread of collections and swapping information, sometimes becoming a silent brawl on who knows more on what brand or mechanism. So, this opportunity couldn’t add to the bulk of the collector community. It had to infuse the community with warmth and realness, and position WatchBox as the authority in watches and the experience of collecting them.
Over the course of three pre-production meetings with talent, we discovered how well Shawn and C’Quon communicated. One would get excited, the other would share more and vice versa. It was evident that, although the ask was to promote HYT watches and customer experiences, our competitive edge in this production was the heart behind the sentiment. How would our audience respond to less overt content marketing? We needed to push our audience, and the brand to differentiate itself further from competitors across other watch media outlets.
PHASE THREE
Video, photo, copy,
and design production.
EXECUTING
We filmed outside of Los Angeles in Stockman’s preferred recording studio. It was a full day of set up, filming in a few different locations throughout the space, followed by shooting stills of the timepieces and portraits of Stockman and Gottlieb.
Returning home to Philadelphia, there were two directions we could go for the edit; we could very well cut it to accommodate the expected, loosing gems of collecting wisdom and great conversation, or we could weave it all together. I like to think of the final cut as 75% passion, 25% selling.
Editing wasn’t our only task. This content would also be served up in a 360 campaign. Design had already begun digital marketing materials including email, paid and organic social. Once everything was in place for the Final Cut of the video, the rest of our deliverables were already complete.
OUTCOME
How it performed and what we learned.
RESULT
Never underestimate the power of human connection
Dare to think outside of the core product
Consider every angle of the product experience and why anyone should care
Pad time in your on-location schedule to ease production-day-frenzy
TAKEAWAYS
Our ratio of passion and selling was successful. HYT saw an uptick in traffic from digital marketing efforts, and engagement on the video was double that in the first two days of more selling-focused works.