Crate&Kids - “Made For Childhood” Commercial
A national brand campaign on quality and longevity, delivered three months early on a direct mandate from the CEO and Brand President
My Role
Producer
1st Assistant Director
Post-Production Supervisor
Result
Delivered a national CTV campaign 12 weeks ahead of schedule, a pivot requested by name by the CEO of Crate & Barrel Holdings and the Brand President of Crate & Kids.
Scope
17 channel versions · CTV (Netflix, Hulu, Prime, YouTube TV) + paid & organic · two-day location shoot, run as 1st AD
The Brief
Grow awareness of Crate & Kids by spotlighting the quality and longevity of its core baby and kids furniture while making the case not just for why to buy, but why the investment is worth it. Build emotional storytelling that speaks at once to price-sensitive parents (quality = value), conscious consumers (longevity = less impact), sentimental buyers (heirloom pieces), and the gift-givers around them.
How We Made It
My role spanned the whole production. In pre-production I hired the crew, managed gear, and built the schedule, including a three-hour planning call with my DP, Sam Wootton, mapping every shot, location, and transition, then ran the tech scout with the DP, gaffer, and key grip. On location I ran the two-day shoot as 1st AD: eight setups a day, with the VP of Brand Creative approving on set, and had us capture clean on-set sound knowing post would be a complex rhythm edit. As post supervisor, I challenged my in-house team to build the spot's entire soundtrack from sound we'd recorded on set, then led the edit through CMO and Brand President approval and out to 17 channel deliverables, all on a compressed timeline.
The Result
A national brand campaign delivered roughly twelve weeks ahead of its original September plan, an acceleration requested by name by the CEO of Crate & Barrel Holdings and the Brand President of Crate & Kids, and met without adding outside resources. The signature of the spot is its sound: a custom rhythm-edit soundtrack my team built entirely from audio captured on set. This was a creative swing that gave the campaign its own sonic identity instead of a licensed track. Performance data will follow the launch; the early, decisive win is a top-of-company priority executed early and in-house.
By the Numbers
12 weeks: delivered ahead of original schedule
17: channel-specific versions (Netflix, Hulu, Prime, YouTube TV, paid, organic, ecomm, email)
8 setups/day: location shoot, run as 1st AD
1: custom soundtrack built entirely from on-set sound
The Team
VP Creative: Peggy Wong
Director: Kyle Obriot
DP: Sam Wootton
Gaffer: Christian Meija
Producer, 1st AD, Post-Production Supervisor: Jacob Cofer
Editor + Sound Design: Sara Sowell
Colorist: Dustin Smith
