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For Shopify's first truly upper funnel campaign, we featured the stories of over 40 businesses, creating ~1600 assets in 5 languages, including 48 unique broadcast commercials.  

 

The challenge: we knew featuring real merchants would be a strong hook, but up against an immovable media buy with just a few months to build the campaign, traveling to dozens of merchants to collect original footage was off the table. To maintain docu-feel authenticity under these constraints, we developed an extensible, templatized format using archival footage, object-focused b-roll shot in studio, a formulaic text treatment, and audio interviews. This cohesive creative container could flex to any story we wanted to tell (and many we told!).

 

Markets: US/CA, UK, FR, DE, IT, SP

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Role: Lead Creative Producer. Pitched the concept, ran the $2.5M RFP, creative directed vendors through to delivery, and managed C-level stakeholders.