How We Met:
We’ve been working with the team at SharkNinja since December 2023. In that time, we’ve shot over 50 digital ads and another 60 HTVs (How To Videos). They are a huge brand with products living in millions of homes across the world. They are known for really smart designs that solve problems you didn’t know you had.
We first linked up with them when their head of creative production called Kirk out of the blue back in December 2022. They spoke for over an hour about the potential projects they could work on together. Then, nothing happened…for an entire year.
After we wrote it off as a cool thing that could’ve happened, we received an email about filling in on a project last minute. After we delivered the final assets, we were awarding all future HTV work for the upcoming year.
From there, we started getting work for social ads for both the Shark and Ninja brands.
Our goal by next year is to shoot a sizzle commercial for large-scale broadcasts.
Scope of Work: Ninja Slushi
SharkNinja has been making a huge push to create more content for social ads. The goal is to have something one level above UGC without it feeling super produced or cut down directly from previous commercials.
For this featured piece of content, we were shooting for the Ninja Slushi - a product made famous by its ability to turn basically any beverage into a frozen drink. The interesting caveat was that this was a totally new initiative for the brand, and we found out about it on a Friday, with the assets due the following Monday. “We know this is a crazy ask, but can you help us?”
Given that this was our first chance to produce social content for the brand, we made a plan to shoot 10 assets across 3 product lines on Saturday, with editing happening all day Sunday. We had a $15k budget to test if this volume of content was viable going forward.
We have asked our team to work over the weekend maybe a handful of times in the 8 years we’ve been a company. We’re pretty big on respecting work-life balance, but when an opportunity like this comes along, you’ve gotta be there.
Production Process:
Normally, this is an elaborate section of the Product Deep Dive blogs, lol. However, given that we had approximately 30s to plan for this shoot, we had to rely on our years of run and gun shooting prior to becoming a commercial/studio agency.
It was actually interesting to see our process under an incredible time crunch. Like, what were the very essential things needed to create compelling content under the gun?
We jotted down the most simple shotlist - not including many extra details like action, camera movement, angles, etc. And we made sure to include a few words about the focus of each piece of content - things like “cost savings,” or “work from home” so we could keep the stories as tight as possible.
We shot with a 3 person crew on 2 camera setups simultaneously - a C70 and an iPhone. We wanted to be able to test the quality and performance of content between a cinema camera and a camera phone.
We waited until the end of the afternoon to dump all the memory cards into the laptop for file organization.
Then, our editors followed our chicken scratch shotlist and tried to make the edits feel platform-native by not overdoing text overlays.
The Outcome:
After our rapid-fire half-day shoot, we delivered 10 videos between 10-30s all formatted vertically for Meta and Instagram. Here is one of the assets we produced during the shoot.
To learn more about working with us, click here.
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