Watch the 5 minute spot!
This 30 minute infomercial was filmed in California while my team and I were working remotely in March of 2020. We provided direction via remote stream to the production crew out in California. In post-production, we worked with the editing crew on multiple rounds of feedback, but eventually brought the editing in-house.
I acted as Art Director in tandem with my Creative Director, Bill. Our goal was to create a compelling and interesting TV spot that helped showcase the benefits of the product. Beyond Art Direction on the TV spot, I also spearheaded the product's branding, scriptwriting, online and social presence, and marketing efforts.
Two hosts were cast to lead the commercial, demonstrate the product in real cleaning demos, and introduce new segments that featured real user interviews. It was a full shoot day, from dawn until dusk, and my team and I watched each scene remotely as it was being captured. The footage was then edited down to 30 minute, 5 minute, 3 minute, :120, :60, and :30 spots.
The first round of editing was done by the production company, but the second round of editing was brought in house. I worked with the Multimedia designer on my team to direct changes to the spot based on how it had performed during the first release.
The Sun Joe® SPX3000 Xtream continues to be the #1 best selling electric pressure washer on Amazon, Walmart, and on Snow Joe's own e-commerce site. A new campaign is launched for it each spring, with the TV spot airing on channels like HGTV, ABC, and the Shopping Channel.
In addition to Art Directing the production of the commercial and the cut-downs to various spot lengths, I also managed the marketing and digital presence for the product launch with paid media ads, social media takeover, and a landing page for purchasing.
