The Goal
This two-day video and photo shoot was executed for the purpose of gathering video and photo assets to promote the newest line of clothing launched by Lands’ End Business Outfitters. The goal was to generate assets to use both for print and digital mediums. This included social media, catalog, mailers, email, landing pages, and advertisements. My challenge was to execute the two-day shoot in an expedited time, as there were multiple upcoming trade shows for which the company would be in attendance.
The Assets
Day One included a full video shoot, in which I created a total of four videos, one long format and the others 15 seconds a piece. The videos would be used on social media, advertisements, and at trade shows. Day Two included a notable number of 24 images that needed to be shot.
The Directive
The purpose for this campaign was clear: highlight the features of the products, showing the differentiators that make Lands’ End Outfitters scrubs different from others. These differentiators included not only product highlights (quality, pockets, free hemming), but also what a person can expect when partnering up with Lands’ End Outfitters for their business needs (account management).
Day 1: Video Shoot
Below, you’ll find the full cut of the scrubs video. The intention was to cover three different vertical markets, as well as feature the merchandise in a way that made its differentiators stand out. This video was intended to have one long version and then multiple short versions, each designed to connect with three specific vertical markets: dentist, veterinary, and medical doctors. Each short was created at a 15-second length in order to test them on various social media platforms. They were then used in paid advertisements and organic social, targeting hyper-specific audience builds in order to increase conversion.
Audience Segment: General (Full Length)
Audience Segment: Veterinary
Audience Segment: Medical
Audience Segment: Dental
Day 2: Photoshoot
After the video shoot, all attention was shifted to capturing stills in order to connect with four different audiences: general (non-segmented audience), medical, dental, and veterinary. These photos were distributed in all mediums, including print and digital as well as social. Below, you can see examples of the final shots that were executed, as well as examples of the final social assets and the landing page that were created for the campaign.
