CASE STUDY
YOUR FUTURE
WITH ADROLL
OVERVIEW
As the Creative Director at AdRoll I produced the production of AdRoll’s Telly Award-winning video, "Your Future with AdRoll," from concept development to final cut. I guided the creative process, offering feedback at every stage, from initial brainstorming and storyboarding to on-set shooting and post-production. I also handled contract negotiations with actors, crew, and secured filming locations, ensuring we stayed within the $10,000 budget while allocating $5,000 for ad spend.
SCOPE
I spearheaded the production of AdRoll’s award-winning video, "Your Future with AdRoll," overseeing every aspect from initial concept to final cut. The project required meticulous planning and coordination to ensure that we met our creative vision while adhering to a strict budget of $10,000. This encompassed costs related to talent, crew, and filming locations, as well as allocating $5,000 for ad spend.
CHALLENGE
One of the significant challenges was securing a suitable filming location that aligned with our creative needs without exceeding the budget. I faced the additional pressure of negotiating costs effectively, particularly with the Jewish Museum, which is known for its premium rental rates.
APPROACH
To navigate this challenge, I engaged in negotiations with the Jewish Museum, successfully securing the venue for half the original rental price. This strategic decision allowed us to utilize a high-profile location without compromising our budget. I ensured that all aspects of production—storyboarding, casting, and shooting—were executed with a collaborative spirit, fostering creativity while keeping our financial constraints in mind.
IMPACT
The result was a visually captivating video that resonated with audiences, achieving impressive metrics: 494,083 impressions and 83,922 video views at a cost-per-view of just $0.06. This successful campaign not only earned a Telly Award but also reinforced AdRoll’s brand message, demonstrating the effectiveness of strategic negotiations and budget management in achieving impactful results.
STEP 1
The journey to creating "Your Future with AdRoll" began with a comprehensive brainstorming session that involved cross-functional teams, including creative, marketing, and production. We sought to convey AdRoll’s value proposition in a compelling narrative that resonated with our target audience. This initial phase focused on identifying key themes such as innovation, empowerment, and the future of advertising. After extensive discussions, we settled on a storyline that illustrated how AdRoll's solutions could elevate businesses, allowing them to navigate the complexities of digital marketing more effectively. With a clear vision in place, we moved on to the storyboarding process to map out each scene visually.
There are 36 diamond shaped windows in the Yud Gallery; 36 equals twice eighteen or double chai. In Jewish culture, multiples of 18 are considered good luck.
STEP 2:
Once the concept was solidified, I led the production planning phase, which included casting, location scouting, and securing necessary permits. Understanding the importance of a high-quality filming environment, I negotiated with the Jewish Museum to secure a filming location at a significantly reduced rate. This not only provided us with an iconic backdrop but also kept us within our budgetary constraints. In parallel, I coordinated with actors and crew, ensuring that everyone involved understood the creative vision and logistics of the shoot. We created a detailed shooting schedule to maximize efficiency during production, allowing us to capture the necessary footage within our allocated time frame.
Creative Director & Producer: Richard Koscher, Director: Staci DeGagne
Actress: Lauren O'Neill
The entire Film Crew hard at work
STEP 3:
After successfully wrapping up the shoot, we entered the post-production phase, where I collaborated closely with editors to refine the footage and ensure the final cut aligned with our initial vision. This involved meticulous attention to detail, including pacing, sound design, and incorporating graphics that emphasized our key messages. Once we finalized the video, I spearheaded the launch strategy, allocating $5,000 for ad spend to promote the film across various digital platforms. The campaign was designed not only to showcase the video but also to engage viewers through compelling calls-to-action. The result was a highly successful campaign that exceeded our expectations, garnering significant views and engagement from our audience.
YOUR FUTURE WITH ADROLL WON A TELLY AWARD
AND WAS NOMINATED AT THE CANNES LIONS
CREDITS:
Producer, Co-Direction: Richard Koscher
Director, Co-Producer: Staci DeGagne
Writer: Leo Neri
Cinematographer: Dave Malloure
Film & Sound Edit: Dave Malloure
VIEW MY OTHER VIDEO CASE STUDIES
