What do you do when you have an inspiring and successful business concept that can be hard to fully explain to people? This is the question many entrepreneurs and successful business people end up asking themselves. In the Fall of 2012, a small fashion start-up based in Brooklyn, NY contacted us with this very problem. The Vanity Project works with non-profit organizations to create clothing people actually want to buy and wear. The co-founders, Jason and Omri, were tired of seeing people walk around in generic “Varsity Sailing Team” t-shirts that had no actual relevance to the person who had purchased the shirt. So, they created a business that gave fashion a purpose. Jason and Omri had an inspiring story to tell and a unique business model that truly was benefitting the world, but they were having a hard time communicating exactly what it was they do. After listening to their needs and pain-points, we determined that a story-film and infographic could be beneficial for their marketing.
We found that there was a truly inspiring story behind the founding of The Vanity Project. The more we learned about them, the easier it was to get on-board with what they were doing and buy into the project ourselves. We felt that creating a video would be a powerful tool that they could pull out on their website, social media, and social events. On Kickstarter, a good campaign video increases the chances of being funded by 60%. While they were not working on a Kickstarter, we believed that this same technique and success could be carried over to TVP and passed on to the organizations they worked with. Once we determined what the theme of the video would be and planned out the logistics, Serif took a road trip to Brooklyn to meet The Vanity Project crew, film their story, and do some photography work. After 2 days of walking around Brooklyn, 2 days of production in Ohio, and an edit complete with custom music made in-house, we came away with a story that captured the enthusiasm and authenticity of the TVP team and their story.
The video has been a total success from a branding, promotional, marketing, and communications perspective. We were primarily focused on creating a video that would communicate what we do, but on top of that, Serif's work effectively communicates our company's culture and our personalities. This has been a welcome, unexpected bonus. In today's world, it is critical to interact with clients, customers, supporters, and fans in a personal way, and our video creates that connection with our community. Doing so requires very subtle and intangible talents, and it reflects Serif's unique approach to content creation.
Jason Sochol, Founder