SCJ Ecommerce Videos

I’ve been lead creative for over 30 e-commerce videos. My goal is to craft visually compelling product stories that convey not just usage information but also bringing in claims and benefits in a way that feels natural. Often, ideas that started here have sprouted and spun off into social and shopper assets.

My goal is to tell a visual story that takes viewers along for a rollercoaster, and functions as a sort of “stealth ad,” subtly adding product benefits and positive emotional results with the more functional information. Brands I’ve done this work for include: Ziploc, Glade, OFF!, Raid, KIWI, Drano, Lysoform, Duck, and Baygon.

Below you’ll see final result examples of this work, and after that I thought it’d be nice to see a specific breakdown of my thinking behind some videos. Note: you’ll have to click into the videos to watch them.

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How I approach product storytelling

For this Ziploc video, I was presented with the rather unusual challenge of creating ecommerce videos for two products at once, and doing four of them. Consider how tricky a proposal that is, challenging the narrative to explain how two different products and respective benefits, while giving equal attention to each. Not only that but I had to make 4 videos total, 2 products per video, eight total. I wanted to think of a way too that would streamline this process, a format, so that each video didn’t have to be an entirely new affair. Below is an example of that format.

I wanted to highlight this series because I think the solve I came up was really a neat trick. (And I’m admittedly proud). Here’s how I found a way to give each product its due: Each video starts with both products on a table, a hand comes in and takes one to the right and the camera follows that hand. The use is display and a panel slides down, explaining the benefits. Then, we return to the blue background center where we started. This time, another hand takes that product to the left, camera follows it that way, and again the benefits are explained. Then we return to the blue background center, now, visually, you expect to see the blue background again, but instead I wrote it that we’re transported to a scenario the two people on each side were preparing for together. Say, a picnic, or dinner party.

Duck in Space

As an avid books, music, and movie appreciater, whenever possible and natural I tend to take a lot of outside inspiration for my work. So for the new work for Duck we had a new sci-fi Duck in what I refer to as his “Tron suit” Duck, but none of the work had so far had brought in any sci-fi or futuristic idea. So that’s where I took this. I thought about how on space decks like in Star Trek’s “Strange New Worlds” there’s often “holoscreens” where information is put on. So I went with Trek on this. Including the product appearing in Duck’s hand like an “energize” effect. He greets us like he’s greeting us on a ship, and then the camera pulls into to the screen for the specific details. The holoscreen also allowed for a lot of playful details and effects, like gauge going up and down, waves sweeping through, schematic-like read outs, that we couldn’t usually do and the setting helped amplify the character of Duck, who is quirky, assuring, and a delight to write.