Leveling up lifestyle content
Throughout the year, we shoot our priority products in lifestyle settings that strategically tie back to key use cases and listening occasions.
Each shot reflects a Reason to Be for each product (aka, a key feature of the product showing the value provided).
The output of these shoots is primarily modular video, which we work with an AI - driven post production partner to create various asset versions for use in mid-funnel paid media. Through this workflow, we are able to set up testing sprints and modify assets based on insights via a real-time optimizing model.
In addition to video, we also capture still lifestyle imagery which has been highly utilized across channels, showing up on Bose.com, across emails, and other DTC and reseller touchpoints.
In multi-day production, we shot at several locations in the Pasadena area. Going into the shoot, we intended to level up the styling (from wardrobe to set design & propping) beyond Bose’s previous lifestyle shoots. With the Ultra Open Earbuds, we are targeting 18-24 year old women so we especially wanted our content to resonate with that demo. I created a mood board that we used to brief in our stylist Beoncia Dunn, and while on set I helped select casting and wardrobe for each scene.
When building the shot list, I included Pinterest-worthy setups that felt realistic and relatable for our Gen Z audience- such as chic a getting-ready-to-go-out moments. Our production partners helped to bring my vision to life.
I worked with our lead content strategist to stand up our Spring/Summer shoot, where we focused on capturing content to support our two biggest product launches of the year– the Bose Ultra Open Earbuds and the Bose SoundLink Max. Additionally, we captured other flagship products, including the QuietComfort Ultra Earbuds and QuietComfort Ultra Headphones.
To highlight the stability of the Ultra Open Earbuds, we sourced actual runners (including Olympian Samantha Dirks) as our OCP for active scenes.
In addition to delivering modular videos, we also created a short form edit for the Ultra Open Earbuds to educate consumers on the many use cases for our newest and most innovative product.
This shoot was a great experience of directing creative from pre-production through to post-production and paid media asset versioning.