Video and Audio Content
CONNOR
MARTIN
Dribble All Day
Concept, script, storyboards, planning, and creative review
Short-form videos for web and social are a largely visual medium. Once the idea for the right story is developed, it takes a village to make the concept a reality. Detailed shot lists and storyboards help the videography team capture the vision for the project, communicating the story to the audience in a manner more vivid than the written word can describe. A thorough and strategic script is crucial to the success of the final product.
Make Santa Jealous
Concept, script, storyboards, planning, and creative review
The Make Santa Jealous campaign stretched across multiple channels of the Lifetime Products marketing landscape, with themed content appearing simultaneously on video for web, social, email, and even in-person promotions at retail stores. A project like this needs clearly defined scripts to provide the perfect visual, one that brings the humor to a point where it can promote customer action. The campaign was well received and Christmas sales exceeded the previous year's.
Dog House Sweet Dog House
Concept, script, storyboards, planning, and creative review
Copy, in any of its many forms, can either fortify the brand voice or destabilize it. No matter how fun an idea may be, if it detracts from the brand voice, it won't work for company communications. The new dog house product provided dozens of opportunities for creative marketing content that reinforced the Lifetime Products brand identity: one of home, family, comfort, convenience, and American-made strength and reliability. Plus, everybody loves dogs.
How to Use the Grill and Smoker
Script, storyboards, planning,
performance, and creative review
Not every video exists to sell a product or service directly. Educational content can improve the user experience and establish the brand as a reliable information source, both of which inspire loyalty and ongoing partnership. Educational content needs to be clear, precise, easy to understand, and as streamlined as possible. Customers familiar with product features appreciate products more. And sometimes when you need something read right, you might just read it yourself.
Go Show Those Fish Who's Boss
Concept, titles, tags, and descriptions
Sometimes good teamwork means little more than letting a teammate cook. Unlike previous videos, my role in "Go Show Those Fish Who's Boss" was core concept and posting details only. In a brainstorming meeting for content promoting the new Manta Angler Kayak, this one was little more than the tagline. "Go show those fish who's boss." The manager of our videography team did the rest. Once his footage was shot and edited, it came back into my hands for publishing, and like all videos, it was given an SEO-friendly title and description.
Lifetime Table Durability
Script and storyboards
When the brand manager came up with the concept for this rugged, in-the-desert video to demonstrate product durability, he wanted to be sure the time spent in the desert planning shots wasn't wasted. Detailed storyboards were requested to give videographers a clear picture of what each shot could look like before a challenging and time-consuming setup. With my background and education in fine art, creating detailed storyboards that bridged the gap between concept and production was a fulfillable task.
Radio and Broadcast Copy
While video content can get by in many cases with little dialogue, radio is another story. Broadcast copy is much more text and dialogue dependent, and when I joined the team, I was fortunate to be able to lean on my background in music and audio to not only write but also produce and record many radio spots myself, saving money on talent and time. Airtime is limited, so when writing ads like this, efficiency is key; you have to say everything you need to and you have to say it quickly.