SMAD 252 Article TV Spot
Fall 2021
The project objective was to create a product-focused television spot for Article, a furniture store. We had to show how the brand makes it easy to purchase high-quality furniture with confidence. For this project, I collaborated with Catherine Connolly, Kasey Trapuzzano, and Sidney Scott.
The Big Idea
Article provides products and services that are able to satisfy Generation Z and younger Millennials’s diverse lifestyles. When consumers use Article, they are able to find unique and trendy furniture and decor that fits their intended vision for their living space in an accessible and efficient way.
The Scenario
A 30-second TV spot for Article begins with a young man getting the keys to his new apartment from his landlord. He is smiling but his smile slowly fades as it cuts to a wide shot of his empty apartment. Music starts to play in the background. From his POV, the man goes on his computer and searches for couches on Article’s website. His screen transitions into another screen that is from the POV of an older woman with a cat visibly on her lap. It cuts to a wide shot of her in her eccentric-styled apartment. The cat on her lap jumps onto a table and knocks over a lamp. Cutting back to her computer screen, she adds a lamp to her cart and orders it. It cuts to the young man's apartment and him receiving a couch that has Article written on the packaging. The camera zooms out from his apartment out his window showing both of the apartments side by side from outside the building. The words “Article”, “Great style is easy” and “article.com” are superimposed over the apartment building.
The final storyboard, drawn by Sidney Scott.
The final script.
The final script continued.