i can finally share this moment of joy with you… our holiday campaign! turn👆the sound and enjoy. 💖

A post shared by kate spade new york (@katespadeny) on

Kate Spade uses different angles for their products and uses videos to generate content for their marketing.

Strengths

The tone of the video is in New York City and sets a vibe of a moment of joy. The ad generates a fun and exciting feel for the holidays with the Christmas trees, decorations, lights and smiles. The video includes children running and laughing and people love children. The colors complimented each other with the warm filter used and the pink color scheme. The product placement is also designed and shot where viewers can get a grasp of it to stand out. 

Weakness

The weakness of video seemed like there were not enough camera shots on the purse, which is probably one of the central ideas of the video. It seemed like the theme of the video could’ve been stronger with a long shot on the purse like the shoes exemplified. 

What is the video trying to accomplish with its design?

The design of the video is trying to start getting people aware of the holiday season and demonstrate their products in a casual, fun manner. The video gets the attention of viewers from the beginning angle of the walk sign and the Christmas tree. The video wants to express the products in a way to get people to start thinking about holiday shopping, introduce their holiday campaign and model the products live for viewers. The laughing children draw viewers with a good touch with the balance of the video. The fundamentals of the video include good movement with the objects like the shoes and the running kids. This example below is a shot using the rule of thirds. It’s used throughout the video as it allows different shots to flow from each section. 

How has the design used: 

The design is catered for the holidays and their holiday campaign by making the video Kate Spade uses a soft dark tone to bring out the shades of pink used in the videos. If you notice closely there’s pink hair, tutus, nails, hair, dress and pink lights on the Empire State Building to fit the theme. They use dark lighting to create contrast and composition. Whereas if the lighting was bright or during daylight, the focus wouldn’t be successful. 

Kate Spade uses a soft dark tone to bring out the shades of pink used in the videos. If you notice closely there’s pink hair, tutus, nails, hair, dress and pink lights on the Empire State Building to fit the theme. They use dark lighting to create contrast and composition. Whereas if the lighting was bright or during daylight, the focus wouldn’t be successful. 

What metrics will be used? The metrics used will be the views, a number of views will express the number of engagement for this ad. This video has 89,768 views and counting. Along with likes and comments to add to the metrics of the video.

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