In-House Commercial 

ROLE: Senior Design Director

In years prior, I would collaborate with external partners to bring a vision to life when it came to promotional videos—especially anything playful or creative. BasisTV+ marked its launch a year before this project came about, so the runway was ready for the team to get playful in how to remind the audience about product offerings. Aiming to enhance awareness and position Basis as a preferred platform for targeted Advanced TV campaigns, our first in-house commercial was introduced!

This effort went BEYOND fulfilling basic expectations—from idea inception to campaign execution, this was a true testament to the significant impact and capabilities our dedicated in-house creative team brings to the brand. This showcases the strategic value our creative initiatives add to Basis's positioning in the market:

CTV Completion Rate of 98.29% // Achieved 479,764 Video Completions

Logistics

Two locations, nine actors, two designers, one cinematographer, one producer, one design director = one in-house commercial.

Why I Love This Project

If you read through the list of the in-house team (see below) and their roles with this project, one would see very quickly that a handful of really talented people wore many hats to get this project done. There were two shoot locations and with all hands on deck—it was a very freeing feeling to not be staring at a screen. Everyone was doing new things, and no one was perfect—it was fun to not be perfect! Additionally, the joy of proving to decision makers that a project like this was possible with a below-standard budget and a flexible release schedule was an interesting win that opened the door for more exploratory projects. Cheers to having the space to lead teams eager to tackle new projects that challenge how things are typically done. Cheers to a team that is quick to say yes when asked to try new things.

IN-HOUSE TEAM:
Design Director: Jenn Rachwalski / Senior Design Director, Brand
Project Manager: Megan Balbach / Manager, Integrated Marketing
Co-Creator & Producer: Annie Wold / Integrated Marketing Manager
Co-Creator & Cinematographer: Troy Gould / Multimedia Designer
Wardrobe + Set Design: Lilia Diaz / Senior Brand Designer
Production Designer: Kelly Ward / Brand Designer
Production Assistant: Bryan Quinn / Senior Product Marketing Manager
Original Concept by: Ben Larrison / Director, Content Marketing

ACTORS AND BEEP VOLUNTEERS:
Sarah Price, Eric Bohl, Lucy Xiao, Carolyn Meyer, Brittany Holsman,
Ken Sheldon, Jake Vanvalkenburg, Tom Ball, Tyler Forster

MAKEUP & HAIR:
Jaycie Ganek, Jacqueline Meller-Vogt