Developing Video for a New Product Platform

We produced quality video on multiple custom-made sets in our maker studio in order to introduce Jo-Ann’s new collaboration with a major influencer in an exciting and inspiring way.

The Big Idea

When Jo-Ann Fabric and Craft Stores partnered with avid sewing blogger Gretchen Hirsch to develop a line of retro-inspired dress fabrics, the brand knew it needed to announce the collaboration. In order to introduce Gretchen and her Gertie fabric line to Jo-Ann customers, we produced a high-quality video on a custom set in our maker studio that we built to mimic both Gretchen’s home 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—customers needed to know this line could provide “runway results.” We directed the interview with Gretchen and the fashion show as well as shot and edited the footage all in-house. The result was a high-quality content piece that introduced Gertie by Gretchen Hirsch to Jo-Ann customers in a way that inspired creativity and individuality.