The business was faced with:

A desire to position the brand as an educator and ally to the customer at every touchpoint.

A lack of informative and educational video content on all social channels.

No formal process for planning, filming, editing, and uploading a library of video resources for customers.

What I did:

Established a process for working with internal craft experts to plan video content, camera shot lists, voiceover, and product photography.

Developed a content strategy for categorizing videos based on difficulty, current trends, new product, fun hacks, and product guides.

Shot planned, filmed, and edited a library of high-quality educational videos while leveraging motion graphics and thumbnail design.

I designed a wide breadth of campaign deliverables on a week-to-week basis.

The content plan was to create some new and some existing video categories, but there was no strategy for how to intuitively organize them for customers.

I developed a category architecture to ensure long-term organization.

Followed by on-brand sub category marks.

I used color to identify the difficulty of craft videos, aligning it with in-store sewing class difficulty ratings.

This is the full visual categorization architecture.

It's best to place the video subject on the right, and title and logo on the left.

Title is safe in all layout views

Video category is always visible

Preserves intuitive skimming through video library

Starting from company level to customer segment level

Film execution:

I filmed and directed the talent through videos. Each category had a different style — some were designed for 30 to 60 seconds with only background music, while others were designed for voiceover and articulate instruction. I conceptualized each shot to ensure it was clear and concise for the viewer. My experience was helpful for predicting where transitions would happen and determining which camera I would cut to for each shot. In just a handful of videos I was able to refine the process, cutting down on filming time while increasing the overall quality of each video.

I operated multiple cameras for each shot.

"Jake helped lead and implement a new video program for JOANN. He was instrumental in not only the creative but also the strategy of our new video process for the rest of the team."

— Kerry Lehrke / Concept Design Manager

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JOANN Fabric & Crafts

The business was faced with:

What I did:

Dive deeper

I designed a wide breadth of campaign deliverables on a week-to-week basis.

I also strategized, filmed, and edited a new video content program.