As part of what my producer Craig Bland calls ‘Branded Social Programming,’ I shot and edited this promotional web video for JCP Teen’s Schooled in Style with Whitney Port campaign.

The reality style webisode features Whitney Port (”The Hills,” & “The City”) and one lucky $1,000 Back To School shopping spree winner at the new JC Penney’s in Manhattan. Whitney styles the 16 year old Mary Ann, and gives her tips to look her best in the new year.

We sent Mary Ann a FlipCam before the shoot day to get an authentic taste of who she is and the world she lives in. The video she shot serves as a nice introduction to the meat of the video package and proves how the proper use of lower quality cams can add a very effective “real” element (now if they will just make a FlipCam with a mic jack!) I talk a little bit more about our pre-production process for the shoot in my post from a couple weeks ago.

The final video was distributed across the Celebuzz network including Whitney Port’s official blog.

Incorporating video into any online promotion adds an dynamic and engaging element that is otherwise not possible.

Tags: editing, flipcam, jc penney, jcp teen, nyc, shooting, whitney port, Work

This entry was posted on Thursday, September 10th, 2009 at 7:49 pm and is filed under Ideas, Inspiration, Marketing, Techniques, Work. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.