We decided to take an unconventional approach to the announcement, turning traditional “internal corporate communications” into a quirky, sharable spot for the company. One of VF’s goals is to make their internal work more creative, and Myriad has a history of producing comedy (you can see a few other pieces here and here), so it seemed like a perfect fit.
After watching nearly 100 auditions from comedy performers during casting, we settled on our talent and set to work.
When we showed our client the first draft, he was giggling uncontrollably. That was a good sign for the remainder of the project!
Once complete, the announcement and video were submitted to employees via an internal VF communications system called The Loop.
It quickly became the top article, and the video took off—becoming the most-watched company video ever.
According to our client at VF, the only other announcements that receive this kind of engagement are messages from the CEO.
The video was shot over a single day at locations in Raleigh on an Arri Alexa.
Fun fact: For the binoculars scene with the reflected morse code, we had someone in a hotel room reflecting the sun on a 2′ x 2′ mirror.
Additionally, a fourth scene involving a fortune teller was shot to pad the edit. While funny, it didn’t work in the flow of the final video, so we cut it as a separate 15-second spot for the client as a value-add service.