BACKGROUND
This project was for clients in the creative and craft industries. The goal was to demonstrate the quality and distinctiveness of each brand's work by letting the contrast do the persuading.
For the motion design studio, I wrote a before and after video built around a single argument: that the brief is the design. The "before" piece is framed around a vague, meaningless brief to make the disparity with the "after" piece as obvious as possible, and the key line was written to land as a creative philosophy rather than a sales claim. The result was a format that attracts the right kind of clients by showing exactly what separates a good brief from a bad one, which is also exactly what the studio wants more of.
For the ceramics studio, I wrote a slower, more reverent before and after built around the specific uncertainty of glazing, the fact that you genuinely don't know what you have until the kiln opens. The direction was written to preserve that uncertainty rather than resolve it too quickly, and the closing line was kept honest rather than triumphant. The result was a video that makes the transformation feel like something worth waiting for, which is also what makes the finished pieces worth buying.
