Performance Asset Shoot
SmileDirectClub
2022
Performance asset shoot
Summary
I lead and art directed a video shoot to collect assets for our paid social media channels. SmileDirectClub uses giant amounts of UGC videos and our library was growing stale. Also, our library had it’s quality problems, being user generated and usually self-shot on a smartphone.
Goals
Capture video content to refresh our UGC-style asset library.
Improve quality of assets:
shooting for common aspect ratios
hiring diverse talent to better represent international markets
working with director (directed talent)
consistent lighting
Style
Natural, UGC-feel.
Shot in a large home. We utilized the space to avoid repeating backgrounds with different actors.
Results
Shortly after the shoot, these assets were used in evergreen ads and campaigns including: SmileMakers app launch, New Years, and holidays promotions.