When collaborator and friend of the house Soojee Ford (you might be familiar with her design/website work) was ready to launch her sunglasses brand, she knew she needed a product video. What she didn't realise was how powerful Original Video would be for Hyesun; carving out a distinctive position in the market, deeply connecting the brand with her best customers and landing her over $17k in presales before the site had even gone live.
Launching a product is tricky business. There's a lot at stake, the founder is often "too close" to the work and finding the right audience is a challenge. You want people not to just buy a product once, but to buy in to the vision and the brand, to tell all their friends and to become customers for life. You have to be raw, clear and transparent.
Sweet: the answer then, is to make the video lo-fi.
Problem is, people also don't want to buy a product that looks like garbage. You've got to elevate the brand and make it look world-class too. So what's the solution?
We were convinced that Soojee had to be the anchor of the video; she's such a passionate and charismatic founder. We took her personal experience and translated it into a strong story structure, the script naturally hooking viewers and taking them through the same realisation that led to the birth of Hyesun. When the sunglasses are revealed, it's undeniably clear how they meet the need. But this brand has inclusivity in its bones, so we gathered a large group of people from the community whose real reactions and genuine joy show that Hyesun is building something people want to be part of.
The glasses are for everyone, so the video had to feel like everyone made it. Instead of using a few professional models, we put together a group of amateur talent, handed them cameras and built scenes that were genuinely fun. The mixed media shot by the talent was incorporated into the edit to make it feel cool and energetic, but more importantly it shows that Hyesun is born from and championed by the community.
With the Brand Video as the flagship piece, we developed a suite of shortform clips for social media to scaffold the launch. Working in with Soojee's marketing plan, the brand launched across multiple platforms with daily posts, BTS clips, UGC, and ads—our work, Hyesun's in-house content and product photography working in tandem. Launching with Original Video gave Hyesun a distinctive voice, clear position in the market and an engaged community cheering it on. Soojee went on to feature in Broadsheet, the Daily Telegraph and Style, and took Hyesun to the Today Show; a pretty remarkable debut.
I couldn't recommend working with Create Right more highly. They took a concept that existed only in my head and transformed it into something beyond what I could have imagined. They handled everything from concept development to talent and locations, but most importantly they made sure there was a unique idea and story running throughout the entire video. It was one of the first things people experienced when they encountered the brand, and I have no doubt that the quality and intention behind the video was the jumping-off point for what Hyesun is today.
.webp)
