Writing for Video: Storytelling in 30-second snippets
The Goal: Launch the European cash back app, Shopmium, to an American audience, targeting Millennial women with a 3-part video series to run on streaming services and YouTube.
The Challenge: Distilling a lifelong journey (from first date to babies) into exactly 90 seconds of total airtime.
The Work: I was tasked with creating the concept, strategy, storyline and scripts for these three videos (below) that follow our main protagonist, Lily, through three significant life events. Our objective was to create an emotional connection with audiences so that the name “Shopmium” would be memorable. We used cute puppies, adorable babies, a young couple falling in love, and this main message: Get cash back on what matters for what matters.
The Skills: Concepting, Strategy, Storytelling, Character Development and Copywriting. I spearheaded this project from beginning to end, creating the stories and scripts and providing on-set creative direction to ensure the visual execution stayed true to the emotional beats of the scripts.
The Impact: We didn't just tell a story; we moved the needle. The campaign successfully localized a European brand for the US market, turning "Shopmium" into a recognizable name for our target demographic.