situation

VIZIO has become one of America’s leading consumer electronics brands by offering a wide range of high-quality products at highly competitive prices. However, VIZIO is a much smaller company than many of its top-tier competitors, without the massive multi-channel media spend that ensures visibility in a crowded brandscape. To market all its new TVs, Soundbars, and Streaming Services for 2022, VIZIO asked PARTNER for a cost-effective yet high-quality multi-channel content strategy that would enable them to do a lot more, and better, for a lot less.

solution

In previous years PARTNER has helped VIZIO successfully stand out with a strong consumer benefit-focused marketing approach that combined premium design-driven CG with relatable lifestyle product enjoyment to drive home the brand’s customer-first ethos. For 2022 we doubled down on this strategy with the development of an expansive and versatile content library that would give VIZIO all the content they could possibly need to frame, re-frame, and endlessly share every product and services story distinctively and cohesively across every channel in their ecosystem.

Client
VIZIO

Services
Positioning + Copy
Content Strategy
Live Action
Photography
Motion Graphics
3D Design
2D Design
VFX
Editorial

Year
2022

Deliverables
Product Films
Photography Library
Product Beauty Library
Digital Content
Social Content

The situation

VIZIO has become one of America’s leading consumer electronics brands by offering a wide range of high-quality products at highly competitive prices. However, VIZIO is a much smaller company than many of its top-tier competitors, without the massive multi-channel media spend that ensures visibility in a crowded brandscape. To market all its new TVs, Soundbars, and Streaming Services for 2022, VIZIO asked PARTNER for a cost-effective yet high-quality multi-channel content strategy that would enable them to do a lot more, and better, for a lot less.

solution

In previous years PARTNER has helped VIZIO successfully stand out with a strong consumer benefit-focused marketing approach that combined premium design-driven CG with relatable lifestyle product enjoyment to drive home the brand’s customer-first ethos. For 2022 we doubled down on this strategy with the development of an expansive and versatile content library that would give VIZIO all the content they could possibly need to frame, re-frame, and endlessly share every product and services story distinctively and cohesively across every channel in their ecosystem.

Client
VIZIO

Services
Positioning + Copy

Content Strategy

Live Action
Photography
Motion Graphics
3D Design
2D Design
VFX
Editorial

Year
2022

Deliverables
Product Films
Photography Library
Product Beauty Library
Digital Content
Social Content

“Great work across the teams and a hugely successful, collaborative effort. We’re super happy with the results.”

Jodie McAfee
VP of Marketing & Communications, VIZIO

LIVE ACTION

Production, designed down to the detail.

VIZIO products are purposely designed to add beauty and value to every customer’s living space. Beauty and value also informed our purposeful design of the tandem live-action and photography shoots that would serve as the content foundation for every product in the line.

Services
Story Development
Creative Direction
Live Action Production
Photography
Location Scouting
Casting
Directing
Editorial
VFX
Design & Animation
Finishing & Retouching
Sound Design

Beauty was a key consideration in how products were captured on film, as well as the production design of the settings where they were featured. From big city high-rises and suburban family homes, to starter apartments and college dorm rooms, we found (or built) optimal environments to beautifully capture both the quality of the products and the enjoyment they were bringing to the space.

Delivering great production value without compromising quality was achieved by meticulously planning each shoot with detailed storyboards and shot lists. Such in-depth prep enabled us to capture every shot the client was hoping for, plus a lot of bonus footage, in an extremely tactical and cost-efficient 4-day shoot.

We were also very resourceful in finding and casting talented non-union actors who could bring all of the product enjoyment scenarios to life with engaging authenticity.

Delivering great production value without compromising quality was achieved by meticulously planning each shoot with detailed storyboards and shot lists. Such in-depth prep enabled us to capture every shot the client was hoping for, plus a lot of bonus footage, in an extremely tactical and cost-efficient 4-day shoot.

We were also very resourceful in finding and casting talented non-union actors who could bring all of the product enjoyment scenarios to life with engaging authenticity.

Because we wanted our videos and photography to look as good as the products being filmed, we collaborated with top lifestyle shooters. Close attention was paid to the differing composition needs of popular marketing platforms to ensure we captured all the footage VIZIO would want for channels as disparate as Instagram, digital banners, and 16x9 web films.

Cg DEsign & Animation

Stunning & sophisticated CG.

Captivating CG beauty shots. Dazzling CG animations of key technology features. Photo-real product stills. These were the core components of the stunning suite of CG films, and expansive library of product renderings we delivered for VIZIO in 2022.

Every asset was thoughtfully designed, with careful consideration of the lighting and composition choices that ensured each CG shot looked premium and visually arresting no matter where it was being shown—the company website, Instagram, in-store displays at Best Buy, and anywhere else in between.

For abstract technology demos, we developed CG scenes that would metaphorically highlight the engineering and ingenuity at work in that product. For example, a powerful force of light transforming a barren landscape with vibrant, colorful life was the perfect visual analogy for the benefits of VIZIO’s best-in-class backlighting and color performance capabilities.

For abstract technology demos, we developed CG scenes that would metaphorically highlight the engineering and ingenuity at work in that product. For example, a powerful force of light transforming a barren landscape with vibrant, colorful life was the perfect visual analogy for the benefits of VIZIO’s best-in-class backlighting and color performance capabilities.

Whether it was exacting attention to intricate details like surface reflections or fabric stitching, every shot in our CG product renderings was purposely crafted to reflect the quality and thoughtfulness VIZIO puts into the design of their products.

Whether it was exacting attention to intricate details like surface reflections or fabric stitching, every shot in our CG product renderings was purposely crafted to reflect the quality and thoughtfulness VIZIO puts into the design of their products.

POST PRODUCTION

A sum that was greater because of the parts.

With so many complex elements being integrated into so many different deliverables, post production on a content package this size might be very challenging for less experienced studios. But PARTNER is a collective of deeply experienced production veterans who’ve pretty much seen it all, and thus know how to do it all.

Whether it was developing a scalable motion graphics system, animated typography, or bringing every asset together in a robust, reliable pipeline, our veteran team ensured post was a smooth and seamless process with no missteps, miscommunications or missed deadlines.

Services
Editorial
Motion Design
VFX
Screen Replacement
Color Correction

COLLABORATIVE DEVELOPMENT

World-class collaborators.

On a relatively massive content campaign like this, being a great partner to whoever is involved is critical. As our name conveys, collaboration is what we do best. In this case that meant developing creative strategies with VIZIO’s internal marketing team. Working closely with VIZIO’s web agency BASIC/DEPT for seamless development and integration of digital assets. And tapping into our deep network of top tier artisans, like stellar lifestyle photographer Aaron Smith, and elite CG animation studios FOUND and Outpost VFX.

Partners
Aaron Smith
Found studio
Outpost VFX
VIZIO Marketing Team
BASIC/DEPT

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