OBJECTIVES
I was asked to produce a video demonstrating a new feature of the Lowe’s app for the purpose of raising awareness and familiarity with the feature among the Lowe’s leadership and sales teams. The Lowe’s team provided raw footage from a demo of the feature, and all of the on-screen copy.
PROCESS
Before starting this project, I requested Lowe’s brand guidelines and followed them as closely as possible throughout. I also studied their existing work, both in video and other media, and incorporated my understanding of their brand.
The team at Lowe’s was highly engaged and opinionated, and some stakeholders weren’t looped in until late in the process — resulting in last-minute changes. I worked closely with them to refine that feedback, working to understand their underlying goals and recommending compromises to make sure I could finish the work on schedule. I also worked some late nights to give them as much of what they wanted as possible.
This experience taught me to be more thorough in identifying each project’s stakeholders and pushing to include them in review cycles – as well as setting detailed and specific milestones for feedback so it can be addressed without impacting the timeline. Client input is extremely valuable to me, so I always try to get it early enough to be implemented!
Deliverables
In the end, I provided the Lowe’s team with a quality brand-aligned video that followed their established brand guidelines.
OUTCOMES
After the new experience launched, my video was repurposed as a customer-facing instructional demo and placed on a public-facing page of the Lowe’s website. An updated version was submitted to the Augmented World Expo awards committee for their consideration. Lowe’s received the Auggie award for Best Consumer app based on the content of this video.
