Project Info :
THE RED DOOR
For more than 100 years, Elizabeth Arden Red Door Spa has been named a beauty and wellness leader with the goal of unlocking a philosophy in women they call “smart gorgeous”, or the belief that beauty and wellness work in harmony to enrich lives.
Their brand’s makeover to The Red Door by Elizabeth Arden re-focused their target audience to the Millennial generation and exceed their perceived primary demographic of women, age 35 – 65. To reveal the brand’s refreshed identity, we created a dual purposed narrative designed to reach their consumers and serve as an identity statement for their internal staff, supporting their dedicated mission, culture, and beliefs.
Working consistently with a pre-developed Brand Anthem Manifesto, we composed an original concept and storyboard featuring three individual characters and story arcs, all designed to fall within the new target demographic. Our video production crew, including a Director, Producer, Lighting, and talent services coordinator, scouted and planned for production locations in Washington, D.C. Employing our RED EPIC Dragon, we filmed with The Red Door marketing team’s collaboration at seven separate locations over three scheduled shoot days, including two Red Door spas. Elements like voice over casting, mindful video editing services, and connected revision sessions united the Brand Anthem Manifesto and our creative concept, producing their new identity statement.
Videographer Awards – Award of Excellence for Corporate Brand Image