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The Office's Phyllis Rings in Spring with Docu-Style Webisodes for Sewing Brand JOANN

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Where Eagles Dare launches latest episode of mini series starring Phyllis Smith directed by Ricky Mabe

The Office's Phyllis Rings in Spring with Docu-Style Webisodes for Sewing Brand JOANN

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. 

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Credits

Client: Joann

Agency: Where Eagles Dare

Founder/ECD: Brian Franks

Creative Director: Zam Cadden

Lead Designer: Sarah Karwoski

Project Mgr. Jamie Simoni

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

Genres: Comedy

Categories: Home, Decorating

KBPR, Wed, 10 Mar 2021 16:53:29 GMT