Click here for all posts in the Brand Experience Project.

I read Refinery29 articles often. They bark up my tree most of the time and come up in my feeds a lot.

Today, I caught a live video they were broadcasting on Facebook. I don’t know exactly how long they had been going, but there were already over 2,000 comments on the video. It was a bunch of balloons, and they were popping them to reveal a “major announcement.”

Here’s a screenshot from when I watched, definitely read those comments.

Instead of a steady stream of popping the balloons, they kept cutting to the women with the pins, making faces at the camera and miming something to suggest “which one should we pop next?” It was aggravating to say the least. You can see all of the angry faces along the bottom. In addition to the comments here, I saw someone else say that they were interested in the reveal but that the video was draining their phone of battery and their mobile plan of data.

Click here to watch the full video, if you want to spend 30 minutes on a bizarre balloon-popping situation.

I commented after someone else commented to “fire whoever’s idea this was” that I thought the idea was good, but the execution was terrible. There was NO reason to pop balloons slowly for 30 minutes to announce an upcoming event. The video could have been 3 minutes long and it would have been just fine. The comments on this video are pretty brutal, and funny, because that’s how the internet is, but they are all about the insane length of the video.

It is 2017. There are countless videos available to view online, and thousands if not millions being added each day. In addition, attention spans for content that isn’t engaging and concise are nonexistent. Refinery29 is too big and too successful to not have known this before this live broadcast started.

I would really love to know who at Refinery29 decided to create a 30-minute reveal, and what the brainstorming process was that led to an unfortunate decision.


{ Comments on this entry are closed }

Amazing UX Video from Wolters Kluwer

by Jamie Sanford on March 8, 2016

This video from Wolters Kluwer is brilliant and explains EXACTLY why UX is maybe even more important than what you are selling.

What is UX? from Rob Devaney on Vimeo.

{ Comments on this entry are closed }

Kate Spade Content | Brand Experience Project

by Jamie Sanford on November 4, 2015

Click here for all posts in the Brand Experience Project.

To see my previous Kate Spade posts, click here.

As I’ve mentioned previously on this site, I am a total sucker for good content. I have seen this particular video about 10 times now in my Facebook feed, so I cannot leave it alone any longer.

This is the 4th in a series of videos created by the Kate Spade team, #MissAdventure. I’m going to embed the most recent one here, but click here to see all of them.

We all love Anna Kendrick, correct? She’s so talented and funny and clearly doesn’t take things too seriously. I think she is such a perfect match for the Kate Spade brand, and the addition of Zosia Mamet in this episode of #MissAdventure is smart. I think Zosia’s style and personality is completely different while also totally charming, adding depth to the series to appeal to a different kind of woman.

This is created to sell more product, so there is a LOT of product that shows up in these videos, but it is remarkably not irritating. The Kate Spade team achieved the perfect balance of distracting me with characters so that I don’t notice the 48 Kate Spade products in the 5-minute film. I don’t think there is higher praise.

Have you seen the Kate Spade #missadventure videos? How do you feel about their impact on your shopping/buying behaviors with this brand?


{ Comments on this entry are closed }

Are You Smarter Than A Dinner Plate?

by Jamie Sanford on May 27, 2015

For the third year running, I developed the initial script for a Noritake animated short film. This year’s video is a parody of a popular game show, and is called Are You Smarter Than A Dinner Plate? I have embedded the final product below. If you cannot see the video, please click here.

If you’d like to see the previous videos, you can see The Plating Game here and The Plate Show here.

{ Comments on this entry are closed }

IKEA bookbook(tm) | Brand Experience Feature

by Jamie Sanford on September 4, 2014

Click here for all posts in the Brand Experience Project.

This is a Brand Experience feature today – I was sent this video by a colleague and was just super entertained and loved it so much. Charming and brilliant and making a catalog into something fun.

Good job IKEA! (Or, IKEA’s ad agency.)

[youtube MOXQo7nURs0]


{ Comments on this entry are closed }