Paychex: DRTV
The Conveyor Belt
Disciplines
CONCEPT
CREATIVE & ART DIRECTION
PRODUCTION MANAGEMENT
DESIGN (DIGITAL)
Our client needed to increase adoption of their primary offering ‘FLEX’ in the SMB market.
An engaging idea was needed to captivate viewers, and with the video primarily running as YouTube pre-roll, we knew the first 6 seconds had to be killer to avoid the dreaded skip.
We crafted our idea with direct input from YouTube, who states higher recall with the use of humor and suspense. A formula that we knew would work well in the local broadcast areas where the spots were also destined to run.
Through an abundance of audience insight, we discerned the key concerns between small business leaders and the productivity they aspire to. And with that in our armory, a visual stream of consciousness was developed.
:60s spot
:30s spot
:15s spot
Part of the supporting storyboard.
They say to never work with children or animals, this shoot had both. In fact, with a fight scene and animatronics, and all captured while in motion, there was a whole lot that could have put a damper on the day. Thankfully it was planned and performed to perfection. The shoot was produced in a highly modular way to aid the mixing and live in-market testing of elements. A lot of the magic from RIT’s Magic Spell Studios happened in the edit suite due to the copious amounts of green screen. We were fortunate to also take advantage of a dedicated colorist bringing a muted subtlety to the work that absolutely plays into the dry humor.
Very proud to say that this Paychex production was the first commercial shoot in Magic Spells Studios’ 7,000 square foot sound stage, a world-class venue that was years in the planning.