Kitchen Collaborative Launches New Fall Commercial and Campaign for Infratech
The latest digital marketing data continues to confirm that high-quality video content helps keep audiences engaged, increase ad performance, and create lasting brand impressions. For premium outdoor heating brand and long time client Infratech, video has been a key tool in showcasing their products in beautiful spaces while creating an emotional connection to their audience of discerning homeowners, architects, and designers.
We’re excited to reveal that our latest video commercial, the centerpiece of our 360° fall campaign, is now live! Set in an impressive custom home with a range of impeccable outdoor spaces, the commercial centers around the theme “life is better lived outdoors” and tells the story of a family connecting and entertaining in various outdoor spaces.
Concept and Location
When we scouted the shoot location in beautiful Corona Del Mar, California, we immediately knew that the custom home lent itself to our most elaborate lifestyle shoot yet. With three distinct areas featuring different Infratech heaters, we built three stories featuring a family connecting outdoors through play, food, and conversation. We decided to produce a full-length video featuring the full story, then break it down into smaller scenes highlighting specific areas or vignettes for advertising purposes.
We cast talent to convey a loving and cozy multigenerational and multiracial family to maintain inclusion while mirroring reality. Simultaneously, we wrote a script that would narrate the video invoking a sense of joy, then we storyboarded the video shoot to capture a day when a dad and grandchild visit their grandparents. We carefully art directed each aspect in advance, coordinating wardrobe, props, hair/makeup, and camera departments to ensure visual continuity.
We followed the natural sequence of the day in the life of the cast family, beginning in the cool morning in the front patio seating area under the first set of Infratech Slimline heaters. We then moved on to preparing appetizers and games in the dining area with Infratech flush mount heaters. As the sun began to set, we shot in the third location surrounding the fire pit, where the family enjoys roasting s’mores in comfort under Infratech C-Series heaters with the latest Motif decorative covers. With the three different heating zones in mind, we were able to showcase three different Infratech products that perform through exclusive control systems operated by a smart home system.
The final campaign included a full commercial style video that would live on Infratech’s website and YouTube channel organically and via paid skippable ads. We then broke down the content into short micro videos for social media and digital advertising across all platforms including Facebook, Instagram, and YouTube Bumper Ads.
The launch of the campaign signals a strong new message for the Infratech brand, refreshed for 2021 with a warm, family-centric message that reinforces the comforts of home and the focus on what truly matters in a world forever changed by the pandemic.
Check out the full commercial below and stay tuned for more details on the campaign as it rolls out!