Video Direction for HART Feature Benefit Product Videos

OPPORTUNITY

Create feature benefit product videos for various HART products in a user-generated, social media style. 

SOLUTION

In order to better engage and educate customers, these videos were shot in a user-generated style. By shooting on iPhones without the use of professional lighting and crew, these videos are “less polished” which ultimately makes them feel more authentic. Different personas were developed for the talent and then personas were chosen based on the tool and project. Personas include: Hobby/Craft Enthusiast, Medium-Size Yard Homeowner, Builder, and Lifestyle. Storyboards and scripts were written and catered for the different voices and personalities of the talent. On-screen text (OST) was designed to feel like fonts/font treatments you would see in a social media app and each persona got their own OST style.