Plated Commercial
While working as the copy director at Plated, our creative team had just landed on a new campaign, look, and feel for the entire brand. The purpose was to enhance the high quality aspect of the brand, leaning into our new, more emotional hook: Meals Worth Making
Together with my Art Director, Creative Director, and Producer, we managed to draft, concept, develop, and shoot a syndicated commercial in two weeks time.
The Brief:
• Create emotional height and depth through visual storytelling by offering image suggestions and on-card copy.
• Utilize our new Meals Worth Making campaign.
• Speak to The Discerning Doer (our target customer)
• Abide by timing constraints (15 sec. and 30 sec. spots)
• Leave room for a promotion.
• Complete the initial script within 24 hours
Drafting the Script
While the time constraints of 24 hours had me sweating a little, I set to work riffing on the Meals Worth Making phrase of the campaign. Rearranging my ideas, a storyline began to emerge:
The Work
I brought the initial script to a meeting with the art department, producer and videographer. Together we established the actions that the families take together, showing how every part of their life is touched by what they deem worth it—and how Plated fits into those moments.
The initial version features on-card copy without a voice over:
The marketing department wanted to say more in order to convey offers and hammer home the high quality and ease of the product. I wrote a new voiceover script that we managed to record within a week and transform the video into one that better satisfied our collective needs:
The Team
- Jim Halliday – Marketing Lead
- Aica Domingo – Art Director & Stylist
- Clayton Perryman – Creative Director
- Nadya Grace – Producer
- Will McCord – Videographer
- Ashley Schleeper – Food Stylist
Alicia Berbenick - Copywriter & Editor 