This project was a collaboration with my friends filmmaker Aron Ives and leatherworker Allan Viscarra in an attempt to create the type of video we wanted to see on Instagram. Instead of repurposing existing video or creating short ads, we wanted to show a complete story that gave you insight into a process and left you wanting more.

 

By showing details of the handcrafted process, we give insight into the proces for amatuers and provide discussion points for experienced crafters. We felt the video medium was more visually "sticky" and would encourage people to engage with the videos through conversation and sharing through Instagram's call out tags.

 

In the end, the videos were very well recieved, averaging almost double the number of clicks as average posts and 3-4 times the number of comments. After the final video was rolled out, there was a 12% increase in followers from when we launched the videos. They were numerous amounts of comments about the quality of both the craft shown and the video content itself. Allan felt that while he didn't experience any direct increase in sales, sharing the craft of his process helped people better understand the handcrafted nature of his brand and quality and pricing associated with his products.

 

The moral of the story was it was fun to make, people loved watching them, and 15 seconds is shorter than you think.