Inform. Delight. Convert.
MOO needed a video to spearhead their PR campaign that entertains and informs their customers and the wider market of their biggest product launch of 2017. With every facet of filmmaking from cinematography and VFX, to art direction and practical illusions, the story of cotton paper was bought to life.
The Concept
The procedure of creating the paper is a fascinating but complex process that otherwise wold make for an interesting talking point elevating the product to more than trivial pieces of paper. Needing to deliver on delight, we decided to distill that story into an easily digestible process, reimagining it through a whimsical set that takes you from pulp to paper.
The film needed to embody both brand voices from the collaboration – the cinematic visuals representing the high quality expertise of paper makers Mohawk, combined with the quirky art direction and charm congruent with MOO’s brand tone.
The Result
The result was film that weaves between set design, cinematic visuals and informative content whilst remaining on brand tone to deliver an exciting product launch film.
In the first week the video had garnered a huge 80% view through completion rate, with 10,000 views across channels. The film sits on the product page and was promoted across MOO’s social channels, remaining one of their best performing pieces of content to date.
It was picked up by press and blogs all over the world as well as a handful of Telly awards including gold in Branding, as well as in Cinematography, Art Direction and Editing.
Credits:
PRODUCED AT: MOO
DIRECTOR, CINEMATOGRAPHER, EDITOR: Ka-Lok Ho
CONCEPT: Ka-Lok Ho, Matt Avery
ART DIRECTOR: Matt Avery
SET PRODUCTION: Phil Thomas, Digby Bolger
COMPOSER: Matt Avery
DIRECTOR OF COMMUNICATIONS: Nadia Gabbie
EXECUTIVE CREATIVE DIRECTOR: Brendan Stephens
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For more projects and case studies visit www.eruditepictures.com
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