What was the scope of their involvement?
They delivered full-service creation from concept design to complete development of the TV ad. We had a preliminary meeting with them to talk about high-level business objectives and the importance of brand messaging. After that meeting, they came up with content ideas and different approaches for the ad. We selected an idea and they went forward into the storyboard phase. From there we went through an iterative approval and correction process until we had filming on set. There were two rounds of edits before the final product.
One of the biggest factors of this project was that we needed to get the continental team’s approval for the creative. That included everything from music to tone of voice, to wording, shots, and the finishing screen. It was an added layer in the approval process and definitely presented some challenges.
What is the team composition?
We mainly worked with the co-founders, who also fill the roles of creative director and chief strategy officer. They both had broadcasting teams, and I believe outsourced some of the work, but they were the two involved from the first day.
How did you come to work with FEAST?
We pitched our idea to three or four agencies, including FEAST, explaining our business objectives, our brand, and the goal we had for the product we wanted to present. In the concept creation meeting, we were immediately impressed with their creativity and professionalism.
What also stood out to us was the quality of their past work. It was clear that there was a lot of thought leadership and no idea was presented without a deep understanding of impact and messaging. Taking all of that into account, it was an easy decision for us.
How much have you invested with them?
We spent $70,000–$100,000. One of the biggest challenges of this project was that the majority of our budget was used for the media itself. Because of that, FEAST did a fantastic job with the small budget we had available.
What is the status of this engagement?
We began working together in August 2017, and the commercial aired the start of October 2017.