AnchorMark approached us for to create ads for a campaign to promote their flagship product, the S2 TTT. Honed in on potency over variety, Ryan, the head of Marketing at AnchorMark, was committed to producing just three 15 sec videos to be run as digital ads and in store. The challenge: how to say everything we needed to about the screw in such a short video and make it stand out from the pack. Our reply? Screw it, we’ll find a way.
“What sells these screws is how well they screw.” — Ryan, Head of Marketing.
“Our best performing content is always just the S2 being screwed in, start to finish. But I also want to show the prestige of the brand.”
Epic. We went all-in on filming the perfect screw-in, committing most of the time on the shoot day and in the edit to composing, styling, lighting and shooting that one shot. Then to show (rather than tell) the versatility of the S2, we lined up perfect match-cuts of the screw going into different materials—metal, aluminium, different hardwoods.
To position the brand as a premium product used by best-in-class builders, we used the golden morning light of the shoot day to film with builders on two architectural sites, one in-progress and another completed. This allowed us to create a connection between the performance of the screw and the type of builder you’d aspire to be.
Successfully executing such a minimal concept sometimes requires more effort than producing something elaborate. We knew from the outset that sound design would be a huge factor in making the video hit. We recorded the sound of every take on the shoot day to build a library of screw textures and drill sounds, which we complemented with additional foley, supporting impacts and swooshes to add flavour. Bailey Jeffs, a composer on our team, wrote and recorded an original score for the three edits. To finish, we animated the logo, taking it through a build of its own.
We worked with Rainer and the Create Right team in producing advertisements for Meta and the whole process was seamless, efficient, and very creative. Will absolutely work with them again, our team were blown away by the results. Great group of people, can't not love them!
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