The company was interested in increasing ad spend, and I wanted to be ready when our marketing partners started asking for content. I also knew that budgets were getting tighter.

With that knowledge in mind – I focused on creating a system rather than a one off commercial. I needed something that could be iterated quickly and modified to suite any story or target audience with minimal resources.

Initially I thought it would be necessary to use full motion video in the back grounds, but our test proved otherwise. With the right kind of story we could leverage high quality still images and still tell an engaging story. This would be beneficial for quicker turn around and tighter budgets.