Jo-Ann Fabrics Gertie Collection Video

Creating an Engaging Video to Promote a New Product Platform

We produced an engaging video on multiple custom-made sets in our Content Studio to help Jo-Ann Fabric introduce their new collaboration with a major influencer in an exciting and inspiring way.

Summary

When Jo-Ann Fabric and Craft Stores — a leading brand in craft supplies — partnered with avid sewing blogger Gretchen Hirsch to develop a line of retro-inspired dress fabrics, the brand knew it needed to announce and promote the new collaboration. To help Jo-Ann Fabrics introduce Gretchen and her Gertie fabric line to their avid audience, we produced an engaging video on a couple of custom sets in our Content Studio that we built to mimic both Gretchen’s home craft room and a fashion runway. Our strategy was to communicate Gretchen’s modern maker approach while also presenting the new fabrics in a “high-end fashion” atmosphere so customers could understand that this line was designed to help them achieve “runway results”. Everything in the video was done in-house — from designing and building the custom sets, directing the interview with Gretchen and the fashion show, lighting, videography, and the eventual editing of the footage to produce the final video. The result was a high-quality piece of content that helped Jo-Ann Fabrics introduced Gertie by Gretchen Hirsch to their customers in a way that inspired creativity and individuality.

Summary

Dentronix — a brand of high quality orthodontic tools, cleaning solutions, and accessories — tasked us with refreshing their branding so that it more closely fit their company’s position at the top of their market. Because an orthodontist’s job is all about straightening and fixing imperfections with exact precision, we hoped to attract this target audience to Dentronix by physically representing this professional trait. In the ideation and design phase of the branding project, we planned to catch the audience’s attention with stark, straight lines and 90-degree angles, utilizing clean graphics where everything has its place. The visual style was created to complement the main messaging of the branding which encompasses everything Dentronix does best: “Expertly Handcrafted Perfection.”

To carry out the new branding, ATA created a new Dentronix logo, tagline, video, trade show booth, print ads, promotional digital ads, email promotion, and catalog, which all kept to the precision theme by opting for clean, open layouts and sharp lines and angles.

Creating an Engaging Video to Promote a New Product Platform