Harriett's Bookshop

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DEI/EAG
– Art
Direction
& Video
Editing

Background

One of VideoAmp’s brand tenets is "People-first," and we aimed to support not just our customers but also those in need. In 2020, we had the opportunity to work with Harriett’s Bookshop, a black-owned bookstore in Philadelphia. They were seeking a new space to run their shop as their lease was expiring and they lacked the necessary funds. VideoAmp wanted to help by leveraging our platform to serve video and digital ads to raise money for them.

Objective

A filmmaker created a short film, which we repurposed into 15-second and 30-second ads, as well as digital display ads.

Responsibiities

For this project, I created a mood board and brainstormed the direction of the ads based on the short film we were given. I drew inspiration from the vibrant buildings and neighborhoods of Philadelphia, incorporating their textures and colors into the typography, much like the diverse books on the shop's shelves. Once the aesthetic was approved, I storyboarded the 30-second and 15-second ads for further approval. Using the approved storyboards and style frames, I produced the ads from the short film. Additionally, I created display ads that followed the same aesthetic.

  • Worked with store owners, filmmaker and People team
  • Moodboard and brainstorm art direction for approval
  • Storyboarded 30 sec and 15 sec ads
  • Edited short film in Adobe Premiere Pro to create ads
  • Created digital display ads

Inspiration

Based in Philadelphia, we wanted to take inspiration from the facades of the buildings there from the textures and structures to the color and uniqueness.

We also wanted to take inspiration from the short film that was created.

Video Ad

The idea of the initiative was to use our platform to help and support local businesses. Using the inspiration, we came up with this ad to be serve on our platform.

Watch Here

Display Ads

After creating the :15 and :30 sec ads to be served, we created a couple of display ads that followed the art direction.

Results

The ads we served on the VideoAmp platform results in Harriett’s Bookshop and its owners from reaching their goal of raising funds to find a new place for their bookshop.