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About the project
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.
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The solution
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.
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Results
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.
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