client: Maybelline New York
duties: Creative Direction
Knowing that Behind The Scenes content was a integral part of the "package" of launch assets for each product, in late 2012 my team and I set to create a more dynamic style of BTS videos while still maintaining key brand standards of product inclusion and points of views of talent. With that, we expanded our cadre of behind the scenes shooters and revisited editing styles, music choices and graphic styles to net edgier, more informative and youthful edits that told the story of the shoot and the product in a way she would want to *actually* watch and share. We also developed a shooting style that was less intrusive to the commercial director's intent and crew. To date this has netted an increase in views for the brand's BTS content, at times higher than the spot itself.
video production: BB Gun, All Area Crew, TAG and A76 Productions