Crate&Barrel - “Gatherings” Commercial
An evergreen brand campaign reframing entertaining from formal tabletop to real-life gathering, built to turn around Crate's most important acquisition category
My Role
Producer
Post-Production Supervisor
Lead Editor + Animator
Result
A 99% video completion rate on a brand campaign edited, animated, and finished entirely in-house.
Scope
27 channel versions across Hulu, Netflix, Prime, paid and organic social, email and organic eCommerce
The Brief
Entertaining is Crate & Barrel's largest driver of new-customer acquisition and the category was trending down. The assignment: reverse it by shifting the brand's story from "entertaining as product" (formal tabletop, matchy dining sets) to casual, real-life get-togethers all over the home. Stand apart from a competitive set that all looked the same, with a more approachable but still aspirational brand-anthem campaign.
How We Made It
I planned shoot logistics in pre-production and scouted locations and angles with the creative leads and DP so we could move efficiently on location, capturing “Gathering” alongside a second commercial in the same week and location to save the production real time and budget. When internal capacity ran short, I took on the edit myself: cutting the spot, animating the graphic supers and the end-card logo and CTA, and working directly with the VP of Brand Creative to shape the final cut. I led it through post approvals, oversaw color and final delivery, and presented to the CMO and Brand President. My in-house team delivered 27 channel-specific versions; post work that would have run $80K+ at an outside house.
The Result
The :15 spot achieved a 99% video completion rate and the :30 finished just behind it, exceptional engagement for CTV, where holiday-season clutter makes completion genuinely hard to win. The campaign ran across Hulu, Netflix, Prime, and paid social through the holiday season, with every frame of post (edit, animation, color supervision, and 27 deliverables) produced in-house.
By the Numbers
99.02% completion rate for the :15 spot
98.24% completion rate for the :30 spot
27 channel versions delivered in-house
$80K post savings vs. external
The Team
VP Creative: Peggy Wong
Director: Kyle Obriot
DP: Sam Wootton
Gaffer: Christian Meija
Producer, Post-Production Supervisor, Lead Editor + Animator: Jacob Cofer
Colorist: Dustin Smith
Sound Design: Marco Morales