Templated Amazon Ads

After an initial experiment with video ads I created for top-selling products took off on Amazon, I pushed to develop a campaign that could be rapidly produced and deployed across Seeking Health’s entire product catalog.  By creating more basic ads for each of the brand’s more than 100 products immediately we would generate both higher gains and much more data to use for later optimization. In order to achieve this I developed a template that would allow fast production while ensuring products stood out from their competition, creating a unique brand experience for the customer.

I began by conducting research and creating style boards to explore how other brands and products captured a similar ethos in images.  The task was to combine the clean and bright white style present in other Seeking Health brand material with a natural and Pacific Northwest focus brought by the CEO and founder Ben Lynch. 

I focused on finding a style that was unique to Seeking Health, modern and up-market, as well as quickly adjustable and repeatable with limited elements.

Next, I had to create the distinctive props that would make up the backbone of the style.  I started by fetching natural elements such as ferns and pine boughs. Then I went to my pile of firewood to cut and mill down interesting pieces of wood.  I experimented with using waves of paper for water, and moss and bark for earth.  My final elements were clean white geometric shapes, which I used to create unique and changing shadows and texture in the images.

After test shots were completed, I began creating an energetic edit that would incorporate all of the necessary interchangeable elements.  The backbone of the ads was a vertical tilting camera move that would act as a pattern-interrupt for viewers.  This was created with an automated camera slider for faster and more consistent production.  All of the graphics were included to keep a consistent pace of the videos; the whole project was conducted in Premiere Pro instead of After Effects to make final production much faster.

I created a spreadsheet referencing each of Seeking Health’s products, resources, and existing text to organize the copy editing and approval processes.  I led the content, education, and compliance teams to develop the new copy for the videos. In order to maximize resources, the focus was to create language that would serve as guidance for another upcoming project, a major overhaul of product copy for the website.

While the copy was was being written and approved for compliance, I moved to shooting all of the products.  Taking what I learned from prep, I created additional props, expanded my shoot area, and worked my way through every one of the products over the span of a few days.  I batch edited all of the various products through a revised template and was able to complete the entire project in two weeks.

One of the added benefits of this shoot was my creation of fresh photography and video assets that can now be used across the website, social media, and other various marketing avenues.