Entry

Designer Folds Revealed

Submitter:

Company:

Link:
https://www.youtube.com/watch?v=pFDPyCcBpiM

Concept/Purpose of the Work:
Smartpress launches Designer Folds, an enticing new line of print products, with a cheeky video campaign inspired by 20th-century Burlesque. Each colorful print unfolds, slowly revealing a provocative phrase, then culminates to expose a rather tame, albeit fun, marketing headline. Smartpress Marketing Director, Lisa Middleton, was the catalyst for the project. Her initial vision was to feature the Designer Fold products opening seductively to burlesque-themed music, emulating a risqué theatrical performance. This capitalized on the fact that the Designer Fold products were all specialty formats that revealed their contents in a creative or incremental manner. The Smartpress Creative Team ran with the concept. Almost immediately, we decided to incorporate suggestive copy that would be slowly revealed, like a word puzzle, leaving the viewer to perhaps infer a more bawdy meaning. After some deliberation, we elected to have the print pieces themselves contain the marketing headlines, utilizing their unique formats to unveil the messages. This reinforced the value of the products themselves. The whole video needed to feel flirtatious. We chose a vibrant, sexy color palette for the various backgrounds and message panels of each print piece. The exteriors of the print pieces were clad in rich textures inspired by 20th-century Burlesque costumes and poster art, intended to further emulate a Burlesque performance as each piece unfolded. We used a black censor bar to contain the essential word in each phrase, juxtaposed with a playful, fat serif font for the word itself.

Results of the Work:

The whole video was shot in stop-motion photography on a high-resolution, medium-format Fuji GFX 50S mirrorless camera. Thousands of frames were all individually clipped and then colored in batch processing. Ultimately, they were compiled and animated in Adobe After Effects to produce the final video.

The imagery captured during the video shoot was also utilized to promote the new Designer Fold products across the full multi-channel launch, including email campaigns, blog articles (https://smartpress.com/blog/features/unveil-the-unexpected-marketing-with-designer-folds), social media posts, and website graphics (https://smartpress.com/shop/designer-folds).

Since publishing, the video has received thousands of organic views. The video and the derived assets which leveraged the video's visual design language were instrumental in generating six-digit sales for the Smartpress Designer Folds product line in 2021.

It has also been a campaign that has nudged Smartpress a little outside of its comfort zone, receiving comments from viewers like, "I laughed out loud, and I blushed a little.", and "I really was worried it was going to say something else!" We hope this campaign "sets the stage" for even more off-the-wall and experimental campaigns for Smartpress in the near future.

How the Work Was Delivered to the Masses:
The Designer Folds Revealed video and launch campaigns were sent directly to over 80,000 Smartpress email subscribers in February of 2021. The video was also published to the Smartpress YouTube channel and other social media accounts. In November of 2021, we will launch a 30-second cut of the video for paid advertising on the YouTube ad network, exponentially amplifying the campaign reach.


Credits:
General Credits:

Designer Folds Revealed by Smartpress Creative



Detailed Credits:

PRINTER
Smartpress

CREATIVE DIRECTOR
Ferenc Andaházy, Smartpress

MARKETING DIRECTOR
Lisa Middleton, Smartpress

PHOTOGRAPHY & STOP-MOTION ANIMATION
Anonymous
Ferenc Andaházy

WRITERS
Pamela Hoffmann, Smartpress
Lisa Middleton
Ferenc Andaházy
Melissa Mantzke-Jacobs, Smartpress

DESIGNERS
Melissa Mantzke-Jacobs
Ferenc Andaházy

MOTION GRAPHICS & VIDEO EDITING
Ferenc Andaházy

PROJECT & PRODUCTION MANAGER
Amy Breitag, Smartpress

MODEL STAFFING
Agency Models and Talent

HAND MODEL
Grace Mandich

IMAGE CLIPPING
PointMask, Inc.

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