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.
For use on Facebook, Instagram, & Youtube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to appeal to parents (men & women) who are struggling to find effective solutions to help their 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.
For use on Facebook, Instagram, & YouTube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to connect with moms who are feeling desperate & overwhelmed when it comes to finding a way to help their colicky baby.
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.
For use on Facebook, Instagram, & YouTube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to appeal to dads who desperately want to help their baby, and their partner, find rest and relief from colic.


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.
For use on Facebook, Instagram, & YouTube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to appeal to parents (men & women) who are struggling to find effective solutions to help their colicky baby.
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.
For use on Facebook, Instagram, & YouTube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to appeal to parents (men & women) who are struggling to find effective solutions to help their colicky baby.


Text Message 3
This cut differs from the full-length version by getting to the problem and delivering the solution within the first 5 seconds.
For use on Facebook, Instagram, & YouTube paid marketing campaigns.
Designed for the Awareness stage of the sales funnel.
This cut is designed to appeal to parents (men & women) who are struggling to find effective solutions to help their colicky baby.
How To Product Film
This film is designed to show how simple and easy it is to use Colic Relief Plus.
Second to Mom website, Amazon product page.
Evaluation Stage
This film is crafted for audiences who are attracted to the value proposition Colic Relief Plus offers and are now trying to decide if it is right for them.
