Meta needed a simple construct to show the importance of personalized ads. The campaign performed so well, Meta took away the following project away from droga5 and gave it to us. So we refreshed the campaign and built a :30 for tv along with several radio spots.
• The backstory and context of the project
There's near unlimited backstory and context for this project. We were tasked to create six 15s ads and within those 15s, we need to do a lot. We needed to show the ad in app/situ, show the problem case, the realization, and the payoff. Oh, and make them work in a sound off setting.
Well, we did it. We did it so well (sorry, I don't have the #'s), the higher ups took budget away from Droga 5 and gave it to us to make more-- this time a TV ad. A difficult task with a dozen + stakeholders. Oh yeah, and toss some radio ads in would ya?
• The problem you were solving
• The problem you were solving
Covered above. In sum, many problems.
• How you solved it
• How you solved it
Match cuts, some extra lighting and pausing for the 'a-ha' moment, and a lot of meetings to walkthrough step by step the process. (Almost all stakeholders had never done TV before). Also, clever music since there was no VO on social bits. Finally, a word on tone. These were ads about ads. I wanted to lean into that. I wanted to keep things colloquial, self-aware, and light because in the end, these ads are just there to help.
• Your specific personal contribution
• Your specific personal contribution
I created the idea, wrote all scripts, mediated all the stakeholders on all things creative, co-led production, led post production.