For our second collaboration with Cuisinart they needed help launching three, new marquee products. The goal: create maximum impact across broadcast, digital, social and e‑commerce platforms with a staggering 48 total video deliverables and 38 lifestyle photos.
And with just 2 weeks of pre-production (you read that right) to put it all together, we got to work building an airtight production plan that would allow us to move quickly from concept to execution …
The timeline + scope of this project was the ultimate stress test of the processes and workflows we've been developing for over a decade producing content at scale.
A few new gray hairs aside, this project was a reflection of what we do best: reliably handling high-volume, multi-format campaigns with speed and precision—without compromising creativity or craftsmanship. The output?
Each piece of content needed to meet the brand’s standards across all (and we do mean all!) platforms and be consistent in its visual language, tone and editing style.
We started with the 3 hero videos as our foundation. By designing them with versatility in mind, we were able to efficiently spin off a full suite of content, capturing additional shots as needed to fill in any gaps. Smart, meticulous planning upfront meant maximum output without compromising quality or variety.
Ensuring the content would work across social didn’t simply mean framing for vertical. We designed all of the ‘social first’ assets – including paid ads, Instagram reels, Youtube shorts and TikTok’s – to feel right at home in people’s feeds with quick energetic edits, clear easy-to-read GFX and fun, memorable music. Click below for examples of the social content we created to support and drive the larger campaign.
Photography was an important and significant puzzle piece that we needed to weave into our production plan. Working with the brand team we developed a shot list that would closely follow the video storyboards while still leaving room for variation and creativity on the fly. Using a mix of continuous and strobe lighting allowed us to work quickly and minimize changeover times. This approach not only created efficiencies but ensured a visual consistency that often gets lost when photo is done separately.