JANINE CUMMINGS

Marbles | Video Creative Direction

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The videos were used on product pages, shared on social media and played in our stores. In all of these cases viewers have an extremely short attention span. So I limited videos to 30-40 seconds. 

 

In each of the 3 ways we shared videos I had to assume the customer may view with the sound off. So “talking heads” are easy to dismiss.

 

As for content, it is more engaging to show why the product is fun, rather than explain how to play. The video needed to tell a story in 30 seconds. It had to be visually engaging so customers want to get to the end. And it needs to resonate with the sound off.