The Project
Video trailers are a tactic movie studios have been using for decades to generate interest in their products.
While beautiful photos are a best practice for selling knitting patterns, video can evoke stronger emotions. The use of light, sound, and editing more effectively get across our intended vibe.
I wondered if making videos to promote patterns would help set them apart in the marketplace.
The Goal
Create a series of video trailers to promote a sweater pattern collection.
The Content
I worked with a team of collaborators to create trailers that gave each sweater pattern a different personality.
Music, locations, and wardrobe were all chosen to tell a quick story about the type of person who would wear these sweaters.
The Results
While it's hard to quantify how these videos have impacted pattern sales, they were the first of their kind in our industry.