Second to Mom
Commercial Video Production Case Study
Establishing A Brand's Personality On Film
Whenever we approach a commercial video production, we always take into account where a brand is in terms of development.
Second to Mom was a new brand that was preparing for their first product launch. We helped them identify and develop their brand personality for film, and then we produced three separate films with seven cuts for their marketing team to use in their launch campaign.
The Films We Made
Differentiation is crucial when it comes to commercial video production.
We differentiated Second to Mom from others brands in the space by adding a touch of humor to a stressful situation, without removing the empathy needed for an Innocent brand to be successful.
Full Length Commercial Cut
This commercial video production was designed to appeal to parents who have experienced an exhausting morning after a sleepless night with a colicky baby.
The aim is to immediately identify the problem (colic) within the first five seconds for the purposes of engaging viewers, especially on YouTube, before the skip option presents itself. From there, we use comedic relatability to draw in the viewer (Hey! I’ve been there.), and then introduce the solution (Colic Relief Plus) before revealing the desired future (paradise/rest).
This film is designed to appeal to the Innocent (wants to experience paradise) & the Every-Person (wants to connect with others) by showing that they’re not the only ones who have experienced tough mornings as a result of a colicky baby.
Hero Mom Cut
This cut differs from the full-length version by focusing on the mother in the story. It was created to give the marketing team the ability to test with audiences. It leans into empathy more than the original and the dad cuts.
Hero Dad Cut
This cut differs from the full-length version by focusing on the dad in the story. It was created to give the marketing team the ability to test with audiences. It leans more in the comedic direction than the original and the mom cuts.
Text Message Digital Edits
This commercial video production was meant to be a disruptive form of video advertising.
This ad is designed to give the audience a window into a private conversation between two people, one of which is currently experiencing the exhaustion that comes with colic.
Each film is designed to appeal to the Innocent (wants to experience paradise) & the Every-Person (wants to connect with others) archetypes through empathy. The goal was to encourage parents that they're not the only ones experiencing difficulty with a colicky baby and to show that relief is possible.
Text Message 2
This cut differs from the first by using messaging that relates to parents who have been told by doctors that there's nothing that can be done for colic.