An inside look at my role in bringing the AllModern holiday video campaign to life—one of my favorite projects of 2024!
I kicked off by sourcing agencies to bid on the creative team’s vision, ultimately partnering with See Me Creative. Sara McDowell and Nicole Van Straatum at See Me Creative led the charge on creative development, on-set production, and post-production. I had the privilege of overseeing this partnership from start to finish, setting us up for success going into the shoot and managing the entire post-production process alongside See Me Creative and our internal team. Additionally, I handled contract and budget management throughout the project.
To ensure a smooth workflow, this one-day video shoot in Patterson, NY, fast followed our seasonal still and video shoot, which was led by our internal producer, Alyssa Campbell, and CAMP Productions producer, Patrick Mapel. Most of our scenes were pre-set the day before so See Me Creative and team could come in and quickly light and set up camera. Together, we captured both an evergreen and a holiday version of the campaign—look out for the evergreen release in early 2025!
This omnichannel campaign spanned digital, audio streaming, CTV, Digital OOH, YouTube, organic and paid social, and PR, with content shot for various formats to ensure seamless integration across all channels.
It was a gorgeous August day filled with great energy from our crew, talent, and even our furry star, Tater Smiles, who truly stole the show. (Just wait until you see what he does in the next video!)
Huge thanks to everyone involved for making this project a joy to work on. Collaborating with such a cohesive and talented group was truly a dream. And this was just the beginning of our partnership with See Me Creative. After the AllModern video, we immediately dove into creative development for a new video campaign for Joss & Main. So much more to come in 2025!
ALLMODERN
Creative Director: Jo Berliner
Art Director: Jess Ginsberg
Brand Manager: Nicole Solomon
Producer: Christine Reilly
Producer: Alyssa Campbell
Design Lead: Lydia Cincotta
Visual Merchandising & Styling: Rebecca Gotz
Associate Producer, Production Operations: Jonathan Federico
Sample & Supplier Ops, Senior Associate: Maria Padilla
Logistics & Operations, Coordinator: Noah Callahan
Editorial Lead: Shawn Gauthier
Creative Ops: Shelby Kreienberg
CREW
Director, ECD: Sara McDowell, See Me Creative
Executive Producer: Nicole Van Straatum, See Me Creative
Director of Photography: Adam Uhl
1st AC: Austin Kite
2nd AC & Media Manager: Victoria De Luna
Creative Producer: Kimberly Goedhart, See Me Creative
Producer: Alexes Bowyer, See Me Creative
Producer: Patrick Mapel, CAMP Productions
Merch Coordinator: Julien Borno
Prop Stylist: Elizabeth MacLennan, Pat Bates Inc.
Prop Styling Assistants: Anna Neidermeyer, Lauren Dumlar
Wardrobe Stylist: Mel Leamon
Hair & Makeup Artist: Maya Rene
Talent: Emma Cohen, Freddie Kuguru
Talent (Extras): Chris Caragine, Beau Bielski
Talent (Animal): Tater Smiles
VO Artist: Monica Henry
Video Editor: Casey Durand