Wed, 10 Mar 2021 16:53:29 GMT
Leader in sewing and one of the fastest growing players in the arts and crafts category JOANN is celebrating spring with a new docu-style webisode starring actress Phyllis Smith. Titled 'Ring in Spring with Phyllis', the scripted film follows Phyllis as she humorously attempts to pull off a makeshift wedding for the couple next door.
The episode features notable DIY design expert Rebecca Propes who helps bring Phyllis’ wedding planning aspirations to life so that her neighbors don’t have to get married in a courthouse. Because, according to Phyllis, “that’s disgusting” (she thought they said outhouse).
Created in partnership with creative agency Where Eagles Dare, the episode will live on JOANN.com/Phyllis and YouTube, with a corresponding video tutorial that provides step-by-step instructions for each craft. In this case, Propes will show how to create a paper flower bouquet.
“Many plans changed for people this past year, especially weddings that had to be canceled or put on hold due to the pandemic,” said Brian Franks, founder/ECD of Where Eagles Dare. “We thought a DIY micro-wedding was the perfect backdrop for Phyllis to spring into action and show all of her craftiness. We really doubled down on the visual storytelling aspect of Phyllis’ character in a continued effort to put more smiles on peoples’ faces and get them excited about crafting this Spring.”
'Ring in Spring with Phyllis' will also be promoted on JOANN’s social channels, along with a digital media buy on Hulu and Discovery featuring 15-second and 30-second promo ads.
The new effort follows JOANN’s successful Holiday campaign – the three-part webisode series 'Working from Home with Phyllis' – that featured Phyllis crocheting kittens, baking snow globe cookies and making a holiday wreath.
Future episodes are slated to launch later this year tied to Halloween and Holiday.
Agency: Where Eagles Dare
Founder/ECD: Brian Franks
Creative Director: Zam Cadden
Lead Designer: Sarah Karwoski
Joann Chief Creative Officer: Richard Vollmer
Joann Editorial Director: Valerie Ott
Joann Crafted Content Manager: Anna Olsen
Director: Ricky Mabe
Executive Producer: Barry Sonders
Production: PF100, Malcolm Wax, Bradley Schulz
DP: JR Kraus
Music Composition: David Schuler
Writers: Jared Kozel, Ricky Mabe
Starring: Phyllis Smith
Featuring: Rebecca Propes
Production Designer: Ben Ralston
Categories: Home, DecoratingKBPR, Wed, 10 Mar 2021 16:53:29 GMT